Kinetic, the OOH specialist has teamed up with Coca-Cola and MediaCom to build a bespoke Digital Out of Home (DOOH) campaign. The innovative campaign, which launched last week, revealed a real-time festive countdown to Christmas Day at the Dundrum Town Centre and St. Stephen’s Green Shopping Centre.
Working closely with creative agency Hogarth Worldwide and Digital Out of Home production specialist, DOOH.com, the Kinetic team has effectively built a digital out of home campaign that reflects Coca-Cola’s affiliation to Christmas.
To tie in with the iconic Coca-Cola ‘Holidays are coming’ tag line, Kinetic utilised its in-house digital content management system ‘D:FOUR’ to reflect this. The dynamic element to the festive creative features the classic Coca-Cola Santa Claus and displays the days, hours, minutes and seconds remaining to Christmas Day. A large format Dx screen in Dundrum Shopping centre and the Green screen at St. Stephen’s Green Shopping Centre will feature this eye-catching and colourful countdown display.
According to Brian Nolan, account director, Kinetic: “The team at Kinetic are delighted to team up with Coca-Cola alongside our partners MediaCom, Hogarth Worldwide and DOOH.com to deliver this iconic and dynamic DOOH campaign for a second year running. The campaign taps into the festive season to effectively target Christmas shoppers in optimum locations. Our research indicates that 58% of audiences are interested and open to advertising that includes seasonal countdowns. Therefore Coca-Cola’s longstanding association with Christmas will provide the perfect platform for a seasonal countdown, coupled with the eye catching creative and festive theme, which will attract a large audience.”
Petre Sandru, Country Manager, Coca-Cola Ireland adds: “We are delighted to team up with Kinetic and DOOH.com to deliver our ‘Holidays are coming’ campaign this Christmas. The campaign creates a sense of hype and excitement for the festive period. The strategic placement of the creative build allowed for the Coca-Cola brand to be front and centre in the mind of consumers as they prepare for the big day – everyone loves a Coca-Cola at Christmas after all!”
In addition to the colourful Dx screen and Green screen, there is also a wider campaign running that includes a range of classic and digital Out of Home formats covering roadside, retail and commuter environments.