The Art of Outdoor Digital Competition 2013 has labelled Twitter and Tate Britain as top creative experimentalists in the
digital out-of-home sector, with two winning campaigns that epitomise the industry's forward-thinking and courageous capacity.
This year's competition allowed entrants to slip into two different categories: 'DOOH Techniques' or 'Interactive and Experiential'. The competition creator Ocean Outdoor then invited brands to submit their own creative concept, which either showcased effective DOOH techniques across any of the media owner's existing digital sites, or, alternatively, they could supply an interactive brief for selected full-motion screens, such as Eat Street at Westfield London Shopping Centre.
Outdoor media specialists Live Poster and Posterscope collaborated with media agency Total Media, providing the victorious DOOH Techniques entry. The trio wished to address London's working community in addition to incoming and outgoing Heathrow Airport traffic, outlining a campaign that would magnify the presence of Tate Britain. The idea is a response to the continually descending arts budget, suggesting that the gallery needs a high quality advertising strategy to simultaneously boost its brand and return on investment.
The brief hypothetically appears across Ocean's Two Towers site, which receives in excess of 3.8 million impacts per fortnight, and would trigger unique image compositions from the Tate's 500-strong database in relation to real-time weather, traffic, time, flight and social media data.This could mean anything from a weather warning for tourists entering London, to a stream of tweets sent by those visiting the Tate Britain.
![Twitter #iSpy]( "Nokia-Lumia-1020-outdoor-digital")
Paving the way for Ocean's Interactive and Experiential advertising category, the team at Twitter HQ devised the #iSpy campaign which rides on the hype of Nokia's bar-raising 41 megapixel Lumia 1020 smartphone camera. High-quality Nokia Lumia photographs require onlookers to solve the accompanying I Spy riddle, locating an answer that is rooted deep within the image. Designed to amplify interest through its dedicated social media hashtag, #iSpy will incentivise participants with the chance to win a free Nokia Lumia 1020.
Runners-up included Coca Cola's Diet Coke proposal, which allows audiences passing by Eat Street to "Spray The Hunk" using their smartphone; and Bentley's activity across Ocean's Two Towers West and Two Towers East screens, which reacts to real-time traffic and light information in order to engage with drivers.
The Tate Britain 'DOOH Techniques' winner will receive a campaign worth £100,000, followed by £75,000 for second place and £50,000 for third. Twitter's 'Interactive and Experiential' success will be rewarded with an entire weekend of Eat Street domination, with second and third place winning £20,000 and £10,000 of media respectively.
CEO of Ocean Outdoor, Tim Bleakley, said: "This competition recognises and rewards new ways of thinking, digital out of home providing both the canvas and the palette to express these new creative ideas. The number and quality of entries this year helped to create an exceptional shortlist, reflecting the creativity community and media businesses growing love for digital out of home."
