Dove Spreads a Little Love During the Daily Commute with Tweet-to-Screen Campaign
It's wasn't just Valentine's Day that got people in the mood as they travel through London, as Unilever's beauty brand Dove spread a little love and happiness throughout the usual frenzy at Victoria station. On Monday 13th, commuters saw a different question each day on the large-format Transvision screen, inviting thoughts and reflections on the beautiful women in their lives. Visitors were then encouraged to text or tweet their responses, which will then be displayed on the screens for all to see.
Dove believes that beauty should be for everyone because looking and feeling your best makes you feel happier. The brand will engage commuters to answer questions such as: "Who is the most beautiful woman in your life?", "What makes you feel beautiful", "What puts a smile on your face?"
Dove brand ambassadors will spread the love even further, by sharing small gifts relevant to each day's question, surprising and delighting commuters throughout the station. To celebrate Valentine's Day on Tuesday, commuters will be asked "What do you love about your Valentine" and will be presented with a beautiful white tulip inviting them to share the flower with the women who light up their lives.
The campaign, booked by Kinetic and Mindshare, created by R/GA and Billington Cartmell, is running on JCDecaux's Transvision screen at London Victoria Station from Monday 13th February to Sunday 19th February. The campaign is delivered via Grand Visual's OpenLoop platform which allows clients and agencies to manage live social media feeds from their desktop and publish them across digital Out of Home formats instantly.
"We hope the engagement and interactive nature of our campaign will bring a smile and a moment of Dove's warmth to Londoners during their daily commute. We look forward to seeing Londoners' reflections on beauty and their thoughts on the women in their lives shared on our billboard at Victoria Station," explained Unilever's Jocelyn Hsieh, Senior Brand Development Manager on Dove Global.
James Byard, Account Director for Kinetic, states "As well as being a great demonstration of the dynamism available in the Out of Home medium, Dove's campaign is a great show of what can be achieved when a creative is so relevant to an environment."
Victoria has a footfall of around 350,000 people each day.