Naked mixes it up with train-triggered DOOH activity

Naked Smoothies is launching what is claimed to be the first ever train-triggered creative on the Transport for London network with a new digital out-of-home campaign featuring the fruit ingredients being blended by passing trains.

The campaign, which is running on the Elizabeth Line, encourages passengers to “Get Naked, Get Going”.

Using dynamic creative, the ads are linked to the train timetables, with messages including “Your Boost, Now Arriving”, “Heathrow bound? Get Naked, Get Going.” and “Heading East?”.

The activity has taken over all digital screens on the Elizabeth Line platforms at Tottenham Court Road for two weeks.

The campaign was created in partnership with Omnicom-owned digital content agency ArtBotAI and Global.

Naked marketing brand manager Emma Holmes said: “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.”

ArtBot AI head of DOOH Oliver Thurtle added: “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.”