Dynamic, digital out-of-home, multiple language campaign targets flight arrivals for O2

PSI, Posterscope’s international division, has launched a unique digital out-of-home (DOOH) campaign for O2 using the Liveposter Platform, to promote the company’s International Sim.
The campaign is targeting travellers from Eastern Europe and Ireland as they arrive at Gatwick, Stansted and Manchester airports and is running on DOOH screens in the baggage reclaim and digital 6-sheet screens in arrival halls throughout October and November.
In what is a media first, the campaign  is using a combination of flight arrival data, dwell time data and baggage reclaim data which triggers dynamic messaging not only to the appropriate individual carousels and screens, but also in the native language of flights as they land from Poland, Ireland, Bulgaria, Romania, Hungary and Slovakia.
The DOOH campaign is part of a wider advertising campaign, including Social and Display planned and bought by Forward Media, with creative by VCCP.
O2’s International Sim offers UK calls to international mobiles and landlines in over 200 countries with no connection charges or hidden fees and comes complete with O2 minutes, O2 texts and data.
Miriam Buireu, Account Director, at PSI said: “The baggage reclaim data now available to us means we can create and deliver even more highly targeted campaigns in airport locations.  This campaign for O2 will not only reach the right people, at the right time, but will also show creative executions in their own language.  What could be more relevant and more engaging?”
Jenni Gabbarelli, OOH Director, Havas Media Group added: “O2 was looking for an exciting and dynamic campaign to promote its International Sim to visitors from Eastern Europe and Ireland.  The ability to reach these travellers as they arrive at the airport and speak to them in their own language as they wait at the carousels in highly innovative and we are excited to see the results.”