Persil UK and MullenLowe London champion outdoor play whatever the weather
Persil UK is encouraging families in London to get outdoors come rain or shine. Real-time weather data will trigger content on one of Ocean Outdoor‘s premium full motion screens, instantly directing families to their closest source of outdoor fun.
Get Out Here is powered by Persil’s commitment to get families outdoors and embrace dirt. Surprising consumer insights reveal that dogs are five times more likely to be taken out to the park than a child and that only one in three kids has ever climbed a tree.
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 on Ocean’s full motion Eat Street screen at Westfield London, allowing the display to show current temperatures, weather conditions and the walking distance to Holland Park.
Families can connect to the screen’s wi-fi to access a map and directions to the park which is a short walk away.
Video footage on the screen will also include a dynamic count of fun activities families can enjoy in the 22.5 hectare park, including the number of birds to count, muddy puddles to jump in and snowmen to build.
The idea is that families will break out of the urban jungle to experience the freedom of the real outdoors like kids used to, playing on Persil’s 10th anniversary of “Dirt is Good.” The campaign launched on March 1st.
Jennifer King, senior brand manager for Persil UK, said: “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.”
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.”