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Engine and Ocean claim innovative DOOH first

Advertising and marketing specialist Engine Group has joined forces with out-of-home leader Ocean on an innovative project they claim sets an unprecedented first in the digital out-of-home (DOOH) sector.

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The interactive campaign launched in Manchester on March 16, to coincide with Disabled Access Day

Created by Engine to raise awareness and funds for Spinal Injuries Association (SIA), the ‘Donate to Accelerate’ campaign encourages people to fast-forward an advert on Ocean’s full motion ‘Loop’ network in Manchester.

Filmed from a first-person perspective, the ad immerses people in how arduous everyday tasks are for people who are spinal cord injured.

Raquel Siganporia and Andrew Smart, two people who are spinal cord injured, are shown in the advert undertaking everyday tasks, such as making a cup of tea and putting on their shoes.

Having such an injury makes these tasks very slow and members of the public are invited to accelerate their rehabilitation by donating £2 to SIA, using an in-built contactless card reader to fast forward the ad.
 

The very act of donating is the way that you interact and gives you an immediate understanding of how your donation will benefit people who have sustained a spinal cord injury

When a donation is made, the ad instantly fast-forwards to the moment when the task is successfully completed.
 
Ross Newton, creative director, Engine Creative and Experience Design, says: “It’s an idea that welcomes participation. The very act of donating is the way that you interact and gives you an immediate understanding of how your donation will benefit people who have sustained a spinal cord injury.

“It’s not enough to just ask people to help nowadays, you need to show them how they can help. That’s why we created an interactive donation poster rather than a brand messaging poster.”

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