Marmite sponsored the Oxford Street lights for Christmas 2012. Their active campaign at the time was based around the ‘you either love it or hate it’ concept.
My team had been challenged with coming up with an imaginative way to bring this concept to life socially, primarily based on Facebook. The conclusion was to invite consumers to take pictures, demonstrating their love or hate of Marmite, which was uploaded onto a digital interactive bus shelter on London’s Oxford Street, by Selfridges. This bus shelter, just below the interactive display, was fitted with a 55” interactive screen and camera that enabled visitors to have their photo taken.
The interactive Christmas Lights display was a first for Oxford Street.
Aside from public generated images, the giant digital display also featured a series of Christmas Characters including Father Christmas and his elves, revealing their passion, positive or negative, for Marmite.
After moderation of the face shots, we sent participants an email with a designated time for when their image will appear on the screen. For people who were unable to view their face on the Marmite banner in situ, we set up a Facebook CCTV feed and broadcast live footage to the Marmite FB channel as well as an online gallery.
In addition to Facebook design, build and installation, we also got involved in the physical installation, as the crews shut down sections of Oxford Street through the night and trucks moved in to hoist the displays into place. Based in a test booth on the rooftop of Selfridges, we uploaded images to the display below, hanging around 15m above the street.
With an anticipated 40 million visitors expected to shop at London’s Oxford Street during Christmas, the sign had a very significant audience.
The display won a Silver Creative Circle 2013 for Digital: Best use of DOOH.
Here are some images of the physical installation of the display.