Elizabeth Arden launches pollution activated ‘Outsmart the City’ poster push

Elizabeth Arden is harnessing digital out of home (DOOH) technology to highlight the damage that pollution can do to skin.

Designed to promote the brand’s Prevage City Smart Hydrating Shield SPF50 product, the initiative comprises pollution-activated digital panels which display real-time pollution data supplied by LondonAir. The two-week campaign will run on Exterion Media’s escalator panels at Oxford Circus Tube Station, with pollution readings pinpointed to this location.

Facts about the damage pollution can do to commuters’ skin in the Big Smoke will accompany the live readings in order to encourage those passing by to use Elizabeth Arden products to 'Outsmart the City'.

The campaign was created by Grand Visual, with DOOH activity planned and booked by Talon Outdoor and PHD. The posters support a broader project that includes video on demand, print, and digital iterations.

Dan Dawson, chief creative technology officer at Grand Visual said: “This campaign harnesses the context effect by providing a tailored and compelling reason to pay attention.

“The data provides the relevance and justification for buying a product that is designed to combat the ill effects of pollution that each person is experiencing, in that location, and at that moment, delivering Elizabeth Arden’s message with much greater impetus.”

Get The Drum Newsletter

Build your marketing knowledge by choosing from daily news bulletins or a weekly special.