Persil UK is encouraging families get outdoors and active no matter what the weather. For two weeks in March, real-time weather data will trigger content on Eat Street @ Westfield London, instantly directing families to their closest source of outdoor fun.
Created by MullenLowe London, Get Out Here was one of the commercial winners of Ocean Outdoor’s eighth annual digital creative competition which fosters great creative concepts that push the boundaries of digital out of home (DOOH) advertising.
During the campaign, live weather data will trigger video content, displaying current temperatures, weather conditions and the walking distance to Holland Park. Families can connect to the screen’s ultrafast wi-fi to access a map and directions to the park which is just a short walk away. Video footage on the screen will include a dynamic count of fun activities that can be enjoyed in the 22.5 hectare park, including the number of birds to count, muddy puddles to jump in and snowmen to build – especially enticing in current snowy conditions.
Get Out Here is part of Persil’s commitment to get families outdoors and embrace dirt. Surprising consumer insights reveal that only one in three children has ever climbed a tree and that dogs are five times more likely to be taken out to the park than a child. With this campaign families will be able to escape the urban jungle to experience the freedom of the real outdoors like children used to, playing on Persil’s 10th anniversary of “Dirt is Good.”
“Families love getting outdoors but we know that life can get in the way. This is an innovative way to nudge us all to embrace the outdoors and make more happy memories” said Jennifer King, senior brand manager for Persil UK.
Alex Okada, global executive creative director for DiG, commented: “Sometimes we are so immersed in our busy lives, distracted by the ‘always-on’ digital world that we don’t stop to think how close and accessible nature is to us. The idea is to use technology and data in order to remind and inspire people to enjoy the outdoors. Not having enough time outdoors is not a only problem for kids, but also a problem for all of us.”
Ocean Outdoor head of marketing Helen Haines said: “Get Out Here is a really simple idea that actually works in all sorts of environments and out-of-home locations. It’s a fun execution and a wonderful way to encourage more families to go play and get messy. That’s why it was chosen as an Ocean competition winner.”
Ocean run the Digital Creative Competition every year as part of our commitment to pushing the boundaries of what DOOH can achieve. Previous winners and details on this year’s competition can be found on 2017’s page.