Online retailer Very.co.uk is aiming to cover all bases on Black Friday with a location-based, digital out of home campaign, which will, for the first time, feature real-time social proof product messaging to provide shoppers with information about stock availability and demand for its offers.
Devised by Posterscope, in partnership with Taggstar, the campaign will give the Shop Direct brand a shop window on the high street and in shopping centres across the country in the run up to and on the busiest shopping day of the year.
The creative initially advertises daily offers and then culminates on Black Friday by unveiling and promoting hourly deals throughout the day. The ads will also feature real-time dynamic sales messaging, provided by Taggstar, including product popularity and scarcity, to capture shoppers’ attention and signal when promotional offers expire.
The dynamic digital OOH will run nationally on 1,470 digital six sheets in key mall and roadside locations. It is part of Shop Direct’s wider Black Friday and Christmas campaigns for Very, planned by Vizeum, that will appear on TV, VoD, digital display, social, mobile, print and YouTube.
Following the Black Friday activity, the OOH campaign continues to run dynamic copy throughout November and December with a range of creatives for party wear and promotions. Creative is by St Luke’s.
Shop Direct chief marketing officer Sylvia Woon said: “Building on our recent OOH campaigns, we continue to push the boundaries by being the first advertiser to team up with Taggstar to include real-time dynamic product messaging on digital screens. This gives consumers vital information about what’s trending and in stock, so they can benefit from amazing deals.”
Posterscope client strategy director Alexandra Porritt added: “Despite Black Friday being largely an online phenomenon, huge numbers of people still head to the shops to browse and shop the best deals, so OOH is a must-have. It provides a shop window to the high street via digital OOH, offering an opportunity to reach greater numbers of consumers.”
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