Dove targets Ascot ladies with Waterloo station photo stunt

20/06/2014

Unilever ran a one-day digital campaign, giving women heading to Royal Ascot’s Ladies Day the chance to have a professional photo taken at Waterloo station, to support the launch of Dove Invisible Dry deodorant.

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Created by agency Kinetic Active, the campaign live-streamed selected photos to JCDecaux’s Motion@Waterloo screen using Open Loop Technology and shared across Facebook.

Callum Galloway, Dove deodorants brand manager, said: "We are very excited to be working with Kinetic Active and Grand Visual on this unique activation. It is an amazing opportunity to bring this colourful campaign to life using ground breaking technology."

The technology that will be used at the campaign has been created by production technology company Grand.

The company has built tablet software that will broadcast images to the big screen and created the 'colour tally' that will display which colour dressers are the most popular amongst Ascot-goers.

Dove’s ‘colour confidence’ team will ensure the smooth running of the event, as well as handing out gifts to passers-by.

Sarah Williams from Kinetic Worldwide says: “Royal Ascot’s Ladies Day is synonymous with women embracing colour, making it the ideal platform to launch the attributes of Unilever’s latest product.”

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