The Campaign #CityLiveChallenge
Launched this month by MediaCo Outdoor and Campaign Magazine, the Campaign CityLive Challenge is all about championing innovative creative thinking in Digital Out of Home (DOOH).
The competition will run via MediaCo Outdoor’s state of the art CityLive touchscreen network in Manchester this Summer and will be supported by DOOH creative specialists Enigma.
Two teams will compete to generate the greatest creativity and number of interactions over a one week CityLive campaign for a charity of their choice.
Each team of three will be led by a prominent senior creative and will include one student member. Team leaders are confirmed as Andy Sandoz, creative partner, Havas Work Club and Malin Hanas, creative director, Razorfish.
Richard Blackburn, Commercial Director, MediaCo Outdoor told us “We are delighted to welcome the digital creative teams led by Andy and Malin to this project, which we hope will help ensure a greater understanding amongst creatives, planners and brand owners of what is possible with new generation DOOH networks such as CityLive. It will show how these screens can make real-time and interactive campaigns a reality and we hope will also highlight the role for DOOH as an important strategic tool in a brands digital toolkit.”
Both teams will receive a ‘Kit Bag’ of content building tools – potential technical and creative applications from which they must use at least one within their campaign to ensure it delivers on the brief for interactivity. These tools include: geo-location data, built in HD cameras, touch screen interactivity, external data feeds, dual screens, live interaction, real time content and the ability to evolve the campaign over time.
To follow the The Campaign CityLive Challenge this Summer: #CityLiveChallenge
About CityLive
CityLive is a world first in terms of the sheer weight of technology embedded within the units to provide a platform for richer content and engagement between people and brands. Each unit offers full motion capabilities, built-in NFC, HD camera, dynamic audio, city interactive wayfinding and MediaCo’s CityLive Look facial detection system.
CityLive also offers real-time trading opportunities for advertisers and the ability to buy audience impressions rather than slots on a loop. The screens can carry video-based creative solutions as well as static digital, dynamic digital (daypart as well as instant messaging), interactive campaigns and real-time advertising – using live data feeds via social media and geo-location mapping to amend messaging accordingly.
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