Overseas digital signage is this interesting! Dynamic DOOH Case Studies

With the evolution of digital technology, OOH (out-of-home advertising and transit advertising) is also poised for transformation. In this series, members of Dentsu Inc.'s Out-of-Home Media Division (OOH Division) will share insights on the evolution and potential of outdoor and transit advertising, primarily focusing on digital signage.

Part 2 features "A Collection of Overseas Dynamic DOOH Case Studies" by Kei Hamada of the OOH Division.

Two years ago, I thought, "I want to do dynamic DOOH in Japan too!"

As mentioned last time, I'm in charge of the digital signage business. At the same time, since 2015, I've also been involved in launching the Japanese services of Posterscope (headquartered in the UK), Dentsu Inc. Aegis Network's OOH specialist agency.

I still remember the moment Ben (always dressed in black and quite tall), who arrived like a "black ship" from Posterscope London, shared examples of dynamic DOOH in London. I thought, "OOH can do this too? I want to try this in Japan!"

(*For an explanation of what dynamic DOOH is, please refer to Part 1.)

Two years on, dynamic DOOH examples are gradually increasing in Japan, but this time I'll introduce some overseas cases.

Incidentally, Ben still sits diagonally across from me. Two years ago, he couldn't speak Japanese at all, but now he greets me every morning with "Ohayō gozaimasu" and even participates normally in Japanese meetings! Every day, I sincerely hope the adoption rate of dynamic DOOH in Japan progresses at the same pace as Ben's Japanese language skills...

Can't help but look

British Airways "Look Up" Campaign

Now, please take a look at the following case study.

A large digital sign atop a London building. You notice a boy standing there, then he starts walking while pointing at something. What do you know—there's an airplane flying right where he's pointing!

Finally, the flight number of the plane that just flew by appears, along with the departure and arrival cities, accompanied by the copy: "More flights to more destinations."

So, what did you think after watching this?

For me, the first thought was, "I want to go somewhere..." It's strange, isn't it? For many people, airplanes represent something that takes you somewhere different and exciting. Seeing that airplane, and then seeing where it came from, might just make some people's desire to travel impossible to resist.

You might just find yourself checking the British Airways website for your next vacation flight.

So how does this campaign work?

Of course, it uses British Airways' "flight data," but it's not just using simple arrival/departure data. It uses beacons to precisely pinpoint the exact moment a plane passes over the digital signage. It's programmed to trigger the child to stand up at that exact moment!

Another crucial piece of data is "weather." After all, even if a plane is flying over the display, if the weather is bad, you wouldn't be able to see what the child is pointing at. They precisely calculate the exact moment when "a plane is passing over the display right now" and it "is definitely visible" using multiple data points.

This campaign won the Grand Prix in the Direct category at Cannes Lions 2014. Multiple data points are seamlessly and naturally integrated into the creative expression.

This case study is probably quite well-known in Japan too. When people talk about dynamic DOOH, it often comes up: "Oh, that airplane thing." It was a pioneering example before dynamic DOOH delivery platforms began being built in the UK.

Even rain looks refreshing

Dove "Just One Shower" Campaign

The next one is also incredibly natural.

You can watch the Dove case study video on YouTube.

This campaign ran on Times Square signage in New York City, featuring ads whose creative synchronized with the actual "rain."

What comes to mind when you hear "rain"?

For me, my honest reaction is, "Oh no, I have to wear a raincoat and ride my bike..." My son's daycare is a bit far, so I have no choice but to bike there, and when it rains, I have to wear a raincoat... Ugh, such a hassle (laugh).

But my son is different. When I say, "Looks like rain tomorrow," he beams, "Hehehe, rain boots and the panda umbrella!" He can barely contain his excitement. By the way, my son loved his rain boots so much that when he was two, he wore them for about 80% of the year. Even on sunny midsummer days (laugh).

So, you see, people's attitudes toward rain change depending on the person and their mood. When did rain become something to dislike...?

"Getting wet is a hassle," "Traffic gets bad," "Bikes might slip" – these are all adult concerns. Truthfully, if getting wet didn't matter, if there was nowhere urgent to go, I'd love to stroll through town cheerfully, getting drenched, jumping right into puddles. Seeing this campaign, I somehow found myself thinking that.

Right now, as it rains, a woman comfortably showering in Times Square—imagined as a bathroom—transforms rain's impression into "something rather pleasant."

It makes you think: Rain feels kinda nice → Huh, this product looks nice too → Maybe using this would make me feel good? It sparks that imagination. It's that gap appeal, precisely because it started from a negative.

And if this makes you start using Dove, wouldn't you feel like even after a rough day, taking a Dove shower at night could somehow lift your spirits?

This campaign goes beyond just empathizing with people's feelings in the moment—it actively shifts their mood in a positive direction. I think it's a wonderful example of dynamic DOOH.

Well, that's enough to make you want to grab a drink, right?

Diageo "Grab a seat, It's Pimm's o'clock" Campaign

Check it out here.

You can watch Diageo's case study video on the AdForum website.

What do you think? While Pimm's isn't very familiar in Japan, it's a refreshing liqueur beloved in the UK as the first alcoholic drink of the day during hot summers. It's like the equivalent of "Let's start with a draft beer."

The campaign Pimm's launched is incredibly sophisticated. The data it uses is the day's temperature and weather, plus how crowded the pubs are. Crowd levels are measured using beacons installed in the target pubs.

You know those days when you just want to drink!!! Or when you're nearby and feel like popping into a pub... but you don't know any places around here? Or maybe you know a place, but is it even open?

That's when the digital signage closest to the pub displays the optimal "available seating information" tailored to the day's weather and temperature.

This is a perfect example of a service that truly understands your feelings in the moment and guides you to the right place.

According to Diageo, this campaign boosted Pimm's sales at pubs by 13% year-over-year. Some stores even saw a 94% increase in sales.

A New Way to Ask

Currys PC World "Spare the Act Christmas Campaign"

Take a look.

You can watch Currys PC World's campaign video on YouTube.

I'm sure everyone has experienced this. Christmas presents from family, boyfriends/girlfriends, husbands, or wives—they must know exactly what I want! Hehehe, I can't wait, I can't wait♪ Then on Christmas Day, "Huh?" This isn't what I wanted...

Actually, according to a survey conducted by the company before this campaign, 66% of people have received unwanted gifts, and the total value of these unwanted gifts is a staggering £890 million (about ¥124.6 billion at £1 = ¥140). Shocking.

But directly specifying what you want feels a bit awkward... I think many people feel that way. That's why they launched this new gift request campaign.

Participants register "what they truly want" and "the usual behavior patterns of the person they're asking." Then, at locations the recipient frequently visits, bus shelters and roadside signage display messages like "Johnny, look! Leila doesn't want body wash for Christmas this year!" alongside an image of the laptop Leila actually wants. What's more, the image generated for display is also emailed to the participant, allowing them to share it on social media.

Wouldn't you be a little intrigued if you saw her request on a street corner, rather than just being told directly, "I want this!"? Since participants must specify a product sold at this particular retailer when joining the campaign, it's easy for the person being asked. They just need to go to that store.

What do you think? Weather data, flight data, beacons, participant posts, product information... All kinds of data are brilliantly combined with creative ideas to create wonderful campaigns that tug at the heartstrings of anyone who happens to see that OOH.

And next time, I'd like to talk about what you're all most curious about: the current state of Japan's dynamic DOOH!