Joy of Digital Award: Volvic’s 3D DOOH campaign

Posted on Monday 01 July 2024 | IAB UK

June’s Joy of Digital Award goes to Volvic for its immersive DOOH campaign adding a touch of sparkle to summer

Summer may have got off to a slow start, but Volvic is coming in hot with a 3D programmatic DOOH campaign for the launch of its Touch of Fruit Sparkling drinks - just in time to quench your summer thirst. The head-turning adverts mark the first time a 3D DOOH campaign has been programmatically bought and activated and runs for seven weeks at Kings Cross and Waterloo London Underground stations.

A partnership between Wavemaker and The Trade Desk means the campaign goes one step further to retarget the DOOH campaign across audio and display activity, effectively extending its reach across more channels.

“This brilliant campaign had me fizzing with excitement from the moment I saw it on my travel into work”, explained Joy, IAB UK’s Chief Digital Cheerleader and chair of the Joy of Digital Award. “The multi-channel campaign experience captures attention in a distinctive way and incorporates a smart use of data to drive further impact. Plus, it demonstrates the sophistication of DOOH capabilities and data use. Bravo Volvic – now pass me the bubbles!”

Joy created the Joy of Digital Award - which is presented monthly - to celebrate campaigns that embody the joy of digital and harness digital channels in innovative ways to enhance creativity, demonstrating a dash of something extra special when it comes to the execution.

The campaign from Volvic (part of Danone) was created in collaboration with Global, and Wavemaker UK.

Jules Smith, Danone UKI’s head of paid and earned media, said: “As a brand we love to be at the forefront of creativity and push the boundaries when it comes to creative advertising.

“This eye-catching, showstopping campaign truly breaks expectations by embodying the playful, surprising, and exciting nature of Touch of Fruit Sparkling drinks, in a distinctive Volvic way.”

Find out more about the Joy of Digital Award and past winners here.

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