Conceptualization
The concept rooted from aspiration of Elizabeth Arden to launch its new product PREVAGE City Smart Hydrating Shield SPF50 which has special anti-pollution properties that helps the skin to ‘Outsmart the City’s rising pollution levels. The campaign was launched in London wherein pollution levels are growing at an alarming rate.
London has a specifically high rate of Nitrogen Oxide, probably highest in the world! Presence of Nitric Oxide in the air can cause severe irritation of the skin and damage it beyond repair.
Execution:
Location of Oxford Circus was carefully chosen to display the Digital Outdoor Advertisement because it is one of the busiest spots in London and the most polluted as well. The campaign used digital panels that used London Air pollution data and delivered real-time data to the people passing by. It grabbed eyeballs for two weeks in a row and didn’t miss any opportunity to make heads turn. Facts about how pollution damages the skin in live readings also were incorporated to create awareness among people about the severity of potential damages to the skin.
The campaign was spearheaded by Grand Visual and its Chief Creative Technology Office, Mr. Dan Dawson quoted, “We were very positive from the beginning that the campaign will create a buzz in the market as well as our targeted customers. This is because we are providing solution to a very genuine cause; skin damage from pollution. Our chosen spot of Oxford Circus has helped deliver Elizabeth Arden’s message with more vehemence.”
