Direct Line wanted to launch of a digital out of home (DOOH) campaign – the first using large scale DOOH roadside formats – in support of its new ‘Onward Travel’ proposition.
Delivered through OpenLoop, the billboards synchronised with targeted radio adverts playing to drivers as they pass the DOOH sites. The campaign will use a combination of technology including geo-mapping and content footage feeds to deliver hyper-relevant digital adverts to consumers.
“Direct Line does things that no other insurer does, so it is up to us to match them. We have found Out Of Home can be a unique media channel to assert our differences. Out Of Home is a promise to the public, it is the most bold and confident media if it is used disruptively.”
– Sam Wise, Head Of Planning at Saatchi & Saatchi London