Stopgap client R/GA launches data-led outdoor campaign for Google

Posted: 2018-01-05 01:53:14

Google has launched a data-led digital outdoor campaign for Pixel 2 demonstrating the power of its smartphone camera.

The campaign, created in collaboration between PHD and Stopgap's client and creative agency, R/GA, leverages various signals including time, location, weather, and even air-traffic control data to show photography captured on Pixel 2 in a relevant way.

Example executions include references to images captured on a Pixel 2 of Sydney Harbour Bridge at sunset, while Pixel 2’s unlimited storage feature is brought to life in contextually-relevant images of major cities shot by local photographers.

"This is a great example of how we can use context to creatively enhance the relevance of outdoor advertising - and do so with scale," PHD group business director Stephanie Douglas-Neal says.

“Contextual outdoor gave us a fantastic opportunity to tailor each execution to a specific time and place,” R/GA executive creative director Hamish Stewart says.

Working with partners JCDecaux, Adshel, APN and oOh!, the campaign will rotate 30 creative variations, across more than 1,300 sites nationally including digital street furniture and panels in domestic and international airports.

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