British Gas warm up homebound Brits
As temperatures across the country drop, British Gas has launched the world’s first digital out-of-home (DOOH) campaign using flight data to solely target British passengers as they touch down in Britain. The company has partnered with international out-of-home (OOH) agency PSI and digital OOH specialists Liveposter to strategically target over 5m UK residents who will return home in London Gatwick arrivals (based on Oct ’13-Feb’14 data) and London Heathrow this winter.
Collaborating with media owners Eye Airports and JCDecaux, digital arrivals screens will display messages reflecting various passenger destinations and welcome home holidaymakers. The creative then encourages British Gas customers to control their heating and hot water remotely via mobile, tablet or laptop. The activity forms part of a national OOH campaign for Hive Active Heating.
The British Gas campaign marks the first implementation of a new international hub package from PSI and Liveposter called Liveposter Airports. The package enables brands to exploit the opportunities that dynamic digital creative offers to deliver the right message, at the right time and to the right audience. Brands can now create, schedule and publish digital ads to major airport media owner networks across nine global hubs, including London Heathrow, London Gatwick, Dubai, Singapore, Istanbul, New York JFK, Barcelona, Moscow and Frankfurt.
Liveposter Airports uses flight, time, location and weather data to improve audience targeting for brands. All ads are centrally managed via an easy-to-use online interface, providing complete control of the creative messaging and targeting by audience.
Pamela Brown, head of marketing and insight for Connected Homes at British Gas, said: “Today, 10 per cent of people with central heating don’t have a timer and almost a quarter of people that have a timer don’t use it. Hive Active Heating is a smart thermostat that turns this on its head. It lets people control their heating and hot water remotely on their mobile phone. This new campaign will help us reach people as they’re arriving home from holiday – just when people would want to switch their heating on so their home is warm when they arrive.”
Liz Jones, managing director of PSI, said: “Hive Active Heating is the first of many products that will be using data to be smarter about how to target travellers. Using live flight and campaign planning data from PSI’s Global Planner tool, along with Liveposter’s expertise in DOOH and data, products like Hive Active Heating can now turn international airports into highly targetable, measurable OOH environments. Brands can ensure they engage their target audience with personalised, specific messages via digital screens, and improve the efficacy of national and international campaigns.”
Dan Douglas, founder of LivePoster, said: “We’re really excited to be rolling out our first global product with Liveposter Airports. It’s a unique offering at this scale for advertisers to maximise digital OOH in major airports around the world, enabling them to tailor their messaging for global and local audiences using real time data and dynamic content to ensure maximum impact.”
Sarah Parkes, Managing Director at Eye Airports, said: “Airports are a hotbed of creativity powered by big data. This campaign has showcased the many capabilities of DOOH advertising and through collaboration with our partners we have created a unique, media first campaign to effectively and efficiently reach passengers as they arrive back from holiday.”