Dead Technical build a network first digital outdoor campaign for the latest Nokia Nseries mobile phone, the N97.
Working with Wieden and Kennedy and Grand Visual, 3 executions were created to run on the DEP and XTP screens across CBS Outdoor’s Alive network.
Dead Technical developed 2 of these executions in a network first, streaming live content updates via a bespoke content management system.
The first execution, a Facebook advert featured live updates from 10 predefined users who commented on the days events ranging from the cricket score and politics to handbag purchases.
The second execution, a Reuters advert merged News, Sport, Entertainment and Business RSS feeds in to a single feed suitable for the Tube consumer.
In May 2010 the Nokia N97 campaign won the first digital out-of-home media X Factor contest at the DOOH Media Summit.
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.”
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