Shop Direct has this week launched a location-based, dynamic digital out of home campaign for Very for Black Friday. The campaign will, for the first time, feature real-time dynamic social proof product messaging to provide shoppers with vital information about stock availability and demand for its offers.
Devised by Posterscope, the out of home and location marketing specialists in partnership with Taggstar, the leader in real-time social proof messaging, the campaign will give Very a shop window on the high street and in shopping malls across the country in the run up to and on the busiest shopping day of the year.
Kicking off today, the creative initially advertises location-specific daily offers. The campaign culminates on Black Friday by unveiling and promoting hourly deals throughout the day. The ads will also feature real-time dynamic sales messaging, provided by Taggstar, including product popularity and scarcity, to capture shopper’s attention and drive them online to purchase before the promotional offer expires.
The dynamic digital OOH will run nationally on 1,470 digital six sheets in key mall and roadside locations. It is part of Shop Direct’s wider Black Friday and Christmas campaigns for Very, planned by Vizeum, and will also appear on TV, VoD, digital display, social, mobile, print and YouTube. Following the Black Friday activity, the OOH campaign continues to run dynamic copy throughout November and December with a range of creatives for partywear and promotions. Creative is by St Luke’s.
Shop Direct chief marketing officer Sylvia Woon said: “Building on our recent OOH campaigns, we continue to push the boundaries by being the first advertiser to team up with Taggstar to include real-time dynamic product messaging on digital screens. This gives consumers vital information about what’s trending and in stock, so they can benefit from amazing deals.”
Posterscope client strategy director Alexandra Porritt added: “Despite Black Friday being largely an online phenomenon, huge numbers of people still head to the shops to browse and shop the best deals, so OOH is a must-have. It provides a shop window to the high street via digital OOH, offering an opportunity to reach greater numbers of consumers.”