A launch campaign for mobile manufacturer Nokia for its N97 handset, won the first digital out-of-home media X Factor contest at the DOOH Media Summit yesterday (May 6th).
The winning campaign featured constantly updated Reuters and Facebook feeds with compliance and publishing controlled through a proprietary content management engine developed by Dead Technical. The creative work was by Wieden & Kennedy. The campaign ran across CBS Outdoor DEP and XTP formats.
The Nokia campaign beat off hot competition from Virgin Trains and McDonald’s to be crowned the winner of the DOOH X Factor, and was awarded £10,000 of media space from Candi TV after a text vote from the audience.
The DOOH X Factor contest to find the digital equivalent of the iconic billboards from The Economist, involved three agencies presenting a digital out-of-home ad to a reality show-style panel of judges.
Dominic Mills, editorial director of Haymarket Business Media, the ‘Simon Cowell’ of the judges, said the contest wanted to find a digital ad that would live on in people’s memories.
Mills said: “Most of us can name an iconic analogue out-of-home work, topically, the Tories’ ‘Labour isn’t working’, or ads from The Economist or Wonderbra. They lived on in the memory long after the poster has gone.”
