Unilever and Kinetic target Ascot ladies for Dove campaign

Media agency Kinetic Worldwide's innovations department, Kinetic Active, has partnered with Unilever to create a one-day experiential campaign for Dove at London's Waterloo station today (19 June).

Photos will be uploaded to Waterloo's digital screen
Photos will be uploaded to Waterloo's digital screen

The event, which has been designed to promote the beauty brand’s Invisible Dry deodorant, will give ladies heading to Ascot for a day at the races the chance to have their photo taken professionally in the middle of the station’s concourse.

Images will then be live-streamed to Waterloo’s full-motion 40-metre by three-metre digital screen, which is situated adjacent to the departure boards and operated by JCDecaux using OpenLoop technology. The photos will also be shared across Dove’s Facebook page.

The technology that will be used at the campaign has been created by production technology company Grand. The company told Event it has built tablet software that will broadcast images to the big screen and created the 'colour tally' that will display which colour dressers are the most popular amongst Ascot-goers.

Dove’s ‘colour confidence’ team will ensure the smooth running of the event, as well as handing out gifts to passers-by.

Sarah Williams, account executive at Kinetic Worldwide, said: "This innovative one-day campaign is the perfect opportunity to celebrate colour confidence with the launch of the new Dove Invisible Dry deodorant, proven to leave no white marks on 100 colours.

"Royal Ascot’s Ladies Day is synonymous with women embracing colour, making it the ideal platform to launch the attributes of Unilever’s latest product."

Callum Galloway, brand manager at Dove deodorants, added: "We are very excited to be working with Kinetic Active and Grand Visual on this unique activation. It is an amazing opportunity to bring this colourful campaign to life using ground breaking technology.’’

Comment below to let us know what you think.

Keep up to date with our latest sport news on our dedicated Sport channel, and on social media via the hashtag #EventSportnews.

For more in-depth and print-only features, showcases and interviews with world-leading brands, don't miss the next issue of Event magazine by subscribing here.

Follow @dollydeighton

Topics

You have

[DAYS_LEFT] Days left

of your free trial

Subscribe now

CAMPAIGN AI

Our new premium service offering bespoke monitoring reports for your company .

find out more

Become a member of Campaign

Get the latest news and insight from Campaign with unrestricted access to campaignlive.co.uk , plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now


Campaign AI

Our new premium service offering bespoke monitoring reports for your company

Find Out More