Nokia N97 campaign takes digital outdoor prize

LONDON - A launch campaign from mobile manufacturer Nokia for its N97 handset, won the first digital out-of-home media X Factor contest at the DOOH Media Summit yesterday (6 May).

Nokia: N97 launch campaign wins digital outdoor prize
Nokia: N97 launch campaign wins digital outdoor prize

The Nokia campaign beat off hot competition from Virgin Trains and McDonald's to be crowned the winner of the DOOH X Factor, and was awarded £10,000 of media space from Candi TV after a text vote from the audience.

The DOOH X Factor contest to find the digital equivalent of the iconic billboards from The Economist, involved three agencies presenting a digital out-of-home ad to a reality show-style panel of judges.

Dominic Mills, editorial director of Haymarket Business Media, the 'Simon Cowell' of the judges, said the contest wanted to find a digital ad that would live on in people's memories.

Mills said: "Most of us can name an iconic analogue out-of-home work, topically, the Tories' ‘Labour isn't working', or ads from The Economist or Wonderbra. They lived on in the memory long after the poster has gone."

The Nokia campaign was presented by Dan Dawson, digital director at digital out-of-home specialist Grand Visual, which produced the campaign. The creative work was by Wieden & Kennedy.

Dawson said: "It was a collaborative approach. Combining the technical and logistical side with the creative and development process, and maintenance and delivery, was the key. The three key stakeholders were all on the same page from the beginning."

Richard Neville, planning partner at Elvis, presented the Liverpool Wall campaign for Virgin Trains. Neville said: "Trains could be seen as boring, but they're actually really interesting. It's a place that is all about you. The task was to 'break out of boring' and show the fastest, most responsive service was all about you."

The final contestant was the long-term McDonald's holding at Piccadilly Circus. Marc Giusti, group chief digital officer at Leo Burnett, said: "People have their photograph taken in front of the McDonald's sign. I'm not sure there are many static posters that are talked about as much and for as long. The question is how do we keep it relevant."

 

 

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