Ask the Board – April 25, 2016 | MARK ZWICKER

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When thinking about advertising campaigns or other uses of digital signage in circulation, what is the first piece that comes to mind and why?


 When I look back at 2015, and think about the one digital signage initiative that impressed me the most, it has to be Battersea’s “Looking For You” campaign. (See www.battersea.org.uk)

I’m hoping many of you have already seen this clever campaign, which made use of multiple technologies as well as traditional print. The campaign was created by Ogilvy London on behalf of Battersea Dog & Cat Home and ran in Westfield Stratford City in London.

The link to the specific page on Battersea’s website is referenced above. Included on that page is also a link to a YouTube video, which pretty much tells the story.

If you’re not familiar with this campaign, I won’t spoil the surprise. What I will say is that I really appreciate how the campaign goes from print to digital, then digital to print, as well as tying in social media. Have a look for yourself. You won’t be disappointed.

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Senior Vice President, Enterprise Business Development
St. Joseph Communications

MEMBER OF THE DSE ADVISORY BOARD
Content Council

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