Campaign CityLive Challenge: Where smart tech meets street fun

A crowdsourced marathon between interactive screens that timed runners and shared their congratulatory selfies is named the winner of the Campaign CityLive Challenge.

What would you do for Campaign?

We asked two time-crunched and talented individuals to put their time, energy, emotion and inspiration into a challenge that would eat up their summer and beyond.

WINNER Team Sandoz

Sandoz, above (in cap), directs as shoppers ran part of a marathon, starting with a selfie and a donation and ending with a tap to generate a running time and a photo to share

RUNNER-UP Team Hanas

James Marsh, the building manager at the Booth Centre, with Hanas, top, said the campaign – which used facial detection to serve different films – "changed people’s attitudes"


What is CityLive?

Unique to MediaCo Outdoor, CityLive is a premium network of 20 state-of-the-art multipoint touchscreens that deliver more than 2.6 million pedestrian impressions a week and are located at some of Manchester’s key retail addresses.

It leads the market in terms of the sheer level of technology embedded within its units to provide a platform for richer content and engagement between people and brands.

Pioneering a completely new approach to out-of-home advertising, CityLive is traded on audience rather than the industry-standard panel rate model.

The interactive touchscreens include real-time audience optimisation software for automated real-time media scheduling.

Another first for the industry is the provision of live performance data via CityLive Enhance so brands can evolve and optimise their campaigns over time.

A desktop planning and booking system that incorporates live availability, CityLive Plan, and a final campaign summary, CityLive Report, complete the planning suite. EachCityLive unit features:

Multipoint touch functionality on high-definition touchscreens

Full-motion, dynamic, interactive and real-time content capability

In-built CityLive Look facial-detection software

In-built active near field communication technology

High-definition cameras

Dynamic audio

There would be some publicity for themselves and some benefit for a charity.

But it was clear from the outset that what drove the Havas Work Club founder Andy Sandoz and the Razorfish creative director Malin Hanås to take on the Campaign CityLive Challenge were the attributes that encapsulate what the best in advertising is all about.

Fun, creativity, determination, competitiveness, an itch to break boundaries, the pursuit of perfection, a grab-it-by-the-scruff-of-the-neck-and-make-it-work mindset – and still more fun.

It’s fair to say that what also motivated these digital leaders was the chance to play on some of the most advanced outdoor ad tech you’ll find on UK streets.

The challenge was to each pick a team and create a campaign for a charity they admire on MediaCo Outdoor’s interactive CityLive screens in Manchester that would kick down any barriers to creative thinking in digital out-of-home.

After a frenetic "live" week, the judges largely struggled to pick a winner between two such radically different answers to the brief.

In the end, Team Sandoz’s high-energy crowdsourced marathon for Macmillan Cancer Support edged it over Team Hanås’ emotive film for the Booth Centre, in which homeless people emerged from the darkness to tell their stories.

Thank you to both teams for their passion and dedication, and to the judges: VCCP’s executive creative director, Darren Bailes; the Media­Com chief strategy officer, Sue Unerman; the Mr President creative partner, Laura Jordan Bambach; Campaign’s global editor-in-chief, Claire Beale; MediaCo Outdoor’s commercial director, Richard Blackburn; FTP Concepts’ managing director, Martin Ayrton; and Enigma’s co-founder, Andrew Newman. Support was given to both teams by FTP and Enigma.

Team Sandoz wins a two-week CityLive campaign worth £50,000 for its charity and a Pebble smartwatch for each member: Tom Kislingbury, the planning director at Havas Media; Anthony Ganjou, Curb’s chief executive; and the former Havas Work Club junior creatives Daniella Murphy and Maria Barata.

Team Hanås also included: Martin Jon Adolfsson, the TBWA\London innovation director/interactive creative director; the freelance creative director Stuart Parkinson; and the Goldsmiths design student Lukas Valiauga.

The judges' verdicts

"Team Sandoz had a brilliantly creative idea that made a big impact on the street. Team Hanås’ use of the touchscreen to make a physical connection with a homeless person was quite an intimate use of the medium, and that really stood out for me." Claire Beale

 

"I loved the Team Sandoz work. The technology was used in a playful, joyous way. Not smart-arse or Hoxton-clever – just one brilliant element of an idea that has kids, mums and dads running along the street, having a laugh." Darren Bailes

 

"Both did a magnificent job delivering truly ground-breaking campaigns that really resonated with audiences, showing what powerful brand advocates these screens can be, given the right content." Richard Blackburn

 

"Macmillan’s campaign made good use of physical space and gave people an easy way to join in; the Booth Centre told local stories at a local level." Sue Unerman

 

"Two wonderful pieces. Team Hanås: a heart-warming idea and innovative use of the tech. Team Sandoz: playful! Joyful! And to pull it off was amazing. Most of all, people had fun." Laura Jordan Bambach

 

"Team Hanås pushed the use of technology to the utmost, and I’ve never seen a campaign like Team Sandoz’s that used two totems in a completely new way to start and stop. Both teams delivered a unique media first." Martin Ayrton

 

"For me, Team Sandoz delivered a campaign which took an often passive ad format into a completely stage-managed, interactive one. This level of emotional engagement and use of DOOH is where the future of outdoor advertising lies." Andrew Newman


To view more, including team pitches, visit:
campaignlive.co.uk/go/citylivechallenge