Digital screens at both Westfield retail and leisure centres in London broadcast live scenes from nature, creating windows into green spaces that Land Rover says are closer than consumers think.
A directional sound shower also played natural sounds of a running stream, while a QR code directed passers-by to an interactive map showing where they could find the actual stream or other green spaces near them.
Such was the success of the campaign that it won first prize in Ocean Outdoor’s annual digital creative competition, receiving £100,000 of free media.
Helen Haines, head of marketing and events at Ocean Outdoor, comments: “Our competition judges liked the insight and the tie into mental wellbeing.
“This campaign encourages local engagement but in a way that isn’t overtly selling. It’s a simple, effective concept with an important message.”
The campaign was developed in partnership with Spark44 | Accenture Song.
Andrew Edelston and Pip Smith, lead creatives at Spark44 | Accenture Song, add: “For us, there's always been a natural connection between Land Rover and the great outdoors.
“When we found the research linking time spent in nature with mental health, we saw a relevant space for Land Rover to help promote.”
If you have an interesting story or a view on this news, then please e-mail news@signlink.co.uk
Follow Rob on:
