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London advertising landmarks including Piccadilly Lights and BFI IMAX will once again switch off for an hour this weekend to symbolise a moment of global unity for nature restoration
A ‘train-triggered’ out-of-home campaign advertising Naked smoothies was launched at Tottenham Court Road tube station, the first of its kind on the TfL network
Drinks brand, Naked, has unveiled a new digital out-of-home (DOOH) campaign featuring one of its smoothies being ‘blended’ by passing trains on London’s Elizabeth line.
The campaign, displayed on the digital screens of the Elizabeth line platforms at Tottenham Court Road for two weeks, was the first ever ‘train-triggered’ DOOH display on the Transport for London (TfL) network.
The full-motion ads featured the slogan ‘Get Naked, Get Going’. The ads were linked to the train timetables, with messages including ‘Heathrow bound?’ and ‘Heading East?’.
The campaign was created in partnership with digital content agency, ArtBotAI. Speaking during activation, Oliver Thurtle, head of DOOH at ArtBotAI, says: “Utilising Transport for London’s data, we’ve been able to build a system that takes advantage of train arrival information on the Elizabeth line.
“The tech updates every minute, so that’s allowed us to show relevant creative at the right moment as trains arrive, and when they’re on the platform. I’m excited for commuters to see the ads on their journeys all this week and next.”
ArtBotAI, a content orchestration platform which uses generative AI models for digital content creation, was launched by Omnicom Group in July 2024.
According to the company, the platform was made with the aim to “efficiently optimise creative digital content at scale without sacrificing quality”.
Speaking of the Naked campaign, Emma Holmes, marketing brand manager at Naked Smoothies, says: “The Get Naked, Get Going campaign works brilliantly on the London Underground where people are constantly on the move. Being able to dynamically adapt the ads to external cues gives the campaign an additional layer of engagement and relevance for passengers.”
Chris Reader, head of commercial media at TfL, adds: “This campaign is an exciting way to engage with the thousands of people travelling through Tottenham Court Road on the Elizabeth line. It’s great to see how advertisers can use our estate in an innovative and fun way to bring new experiences to Londoners.”
