Google is launching a “tactical, data-driven” Digital Out-of-Home advertising campaign to promote its new flagship smartphone, Pixel 2 in the UK
Created by BBH and produced by Grand Visual, the campaign uses location, audience, traffic and moment-specific data to target contextual advertising that focuses on one of five Pixel 2 features. The campaign is running from November 6th to December 18th, with a Christmas-themed push planned up until December 31st.
Grand Visual’s official press release explained how the campaign is intended to work with real-time data.
On Friday night, for example, digital billboards close to nightlife hotspots could ask ‘Did my nightlife just get brighter?’ whilst displaying the Pixel 2 with low-light camera. Alternatively, heavy traffic at roadside and transit locations could trigger creative for Google Assistant and query ‘Could it win me points for punctuality?’ with an image of someone running for transport.
On London bus lines, digital, geo-targeted side panels will display messages such as ‘Pixel 2, now at an EE store in Hackney’ will display and adjust depending on the neighborhood or particular landmark the bus is passing.
