Interactive Screen - Dove 14.07.14 c
Unilever is launching a campaign with JCDecaux Innovate that deploys state-of-the-art colour-recognition digital 6-sheets to celebrate the launch of its Dove Invisible Dry deodorant and its '100 colours' campaign.
The interactive digital 6-sheet recognises the person stood in front of it, takes the dominant colour it sees and applies this to the creative, changing it to reflect the colour of the clothes the person in front is wearing.
The campaign, which will run between 14 and 27 July, has been designed to encourage women to be "colour confident" by using the new Dove Invisible Dry. Each digital screen delivers location specific messaging in a bid to drive consumers to the nearest Boots store.
The JCDecaux screens will be installed in shopping centres across the UK, including: Bluewater, Lakeside, Trinity Leeds, The Centre Milton Keynes and the Bullring. The campaign forms part of a wider digital out-of-home initiative that is delivering reach in a fashion environment and in close proximity to retailers including Boots and Superdrug.
Dove Deodorant's brand manager, Callum Galloway, said: "It is very exciting to be working on yet another ground breaking activation to bring to life the Dove deodorant Invisible Dry campaign. Once again we are putting women right at the heart of our campaign and encouraging them to embrace colour confidence."