UK: Dove Tweet-to-Screen Campaign at Victoria Station
Unilever’s beauty brand Dove is spreading a little love and happiness at Victoria station this week. From Monday 13th, commuters will see a different question each day on the large-format JCDecaux’s Transvision screen, inviting thoughts and reflections on the beautiful women in their lives. Visitors will be encouraged to text or tweet their responses, which will then be displayed on the screens for all to see.
The brand will engage commuters to answer questions such as: “Who is the most beautiful woman in your life?”, “What makes you feel beautiful”, “What puts a smile on your face?”
Dove brand ambassadors will spread the love even further, by sharing small gifts relevant to each day’s question, surprising and delighting commuters throughout the station. To celebrate Valentine’s Day on Tuesday, commuters will be asked “What do you love about your Valentine” and will be presented with a white tulip inviting them to share the flower with the women who light up their lives.
The campaign, booked by Kinetic and Mindshare, created by Billington Cartmell, is running from Monday 13th February to Sunday 19th February. The campaign is delivered via Grand Visual’s OpenLoop platform.
Victoria Station has a footfall of around 350,000 people each day.