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.’’
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