Camelot, operator of the National Lottery UK has performed with major agencies outdoor digital communication, an innovative campaign messaging real and geographic weather train stations to display on screen the winners of some of its sweepstakes .
The DooH campaign by the operator of the National Lottery UK, Camelot, to advertise on digital screens of the stations instantly and geographic messaging winners of contests such as 'scratch' train, in combination with the outputs each convoy, has had the participation of foreign companies in digital advertising as OMD, Havas, Talon and JCDecaux.
All stations National Rail and Transport for London, including the metropolitan with access to rail lines, shown on digital displays the image of people, each wearing a shirt with the winning number known as 'Rasca' and the National Lottery, in real time and depending on the specific destination of schedule and destination of each convoy.
Production, technology and delivery of such content was made by Grand VisualUnder the slogan "The numbers surprised" that uses data provided by the operator of the National Lottery UK and the crosses in turn with train schedules each station, with a geographical segmentation to display localized messages and defined real-time management software for dynamic digital advertising campaigns abroad openloop the millions of passengers who travel daily by train or subway.
Por ejemplo, los viajeros que llegan a Liverpool Street en torno a las 9:00h para coger el tren que va a Norwich, visualizarán en las pantallas el mensaje de: “los ganadores que van a coger el tren a Nowich de las 9:05 son…”. Se trata, como explica el director de cuentas de Grand Visual, Jeremy Taylor, “de entregar información contextual que la gente puede relacionar, con una campaña de publicidad digital en exterior dinámica e inteligente que está siendo muy relevante a nivel local”.
Max Lucas, director of media strategy in Camelot, said "the intelligent use of DooH technology has been amazing, as we were able to use the data in a unique way, with dynamic messages, targeted and locally relevant enabling people know that there are more winners of the National Lottery and scratch than ever. "
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• Section: Cases of study, Digital signage, Display, Business, Dynamic advertising