Glacéau smartwater surprises the capital with geo-targeted outdoor technology
Glacéau smartwater has introduced an out of home creative that uses beacon technology to share tips from influential Londoners, with members of the public. Launched last week, the outdoor advertising alerts users in the nearby proximity, and will be live until the end of September.
From the tastiest brunch in Chelsea to the trendiest pedicure in Hoxton, the Glacéau smartwater campaign aims to distil the very best bits of London into ‘on-the-go’ recommendations for busy urbanites.
The adverts, located in areas within Chelsea and Hoxton, will alert consumers within 500 metres to check out top tips from London based influencers, including blogger Reem Kanj and stylist Roxie Nafousi. Smartphone users with a range of partner apps installed will receive a push notification, encouraging them to click and discover top recommendations in the area.
The creative follows the Glacéau smartwater summer outdoor marketing campaign, which aimed to bring a sense of simplicity to the complex through placing smart and witty outdoor adverts across London.
Bryony Lester, senior brand manager at Glacéau smartwater commented: “We’re using advanced technology to distil insiders’ knowledge about their favourite areas of London. Through working with new innovations, we have created a simple way for busy city dwellers to receive interesting content that they can enjoy in their local area.”
The beacon technology has been implemented by Kinetic Worldwide, global leaders in contextually activating audiences on the move, in partnership with Tamoco, Proxama and JCDecaux. Kinetic’s director of innovation, Rosh Singh, added: “The use of beacons in the London: Distilled campaign is not only groundbreaking, but also exactly what brands should be aspiring to do – hyperlocal media, serving useful content in innovative ways. The perfect use of ‘push’ messaging and beacons.”