The campaign cements RSPCA’s first involvement in incorporating dogs in conjunction with digital/interactive OOH and stems from a joint MediaCom/Kinetic entry into last year’s Ocean Creative Awards, an industry-wide competition promoting innovation in OOH.
“Play with Pooch” dominates the colossal Media Eyes located at Birmingham New Street Station on Friday, September 23, turning the area into an experiential playground for pets and their people. This activity represents an entirely new format brought to life at New Street Station, Birmingham’s latest redevelopment project in the heart of the city.
The bespoke video game, developed by DOOH.com specifically for The Media Eyes, invites people to play with four different dogs using their phones or iPads as the control pad, as the game plays out on the big screen. This live interaction gives the audience a chance to submit their details, ready to be contacted by the RSPCA or make a donation.
Footage of the campaign can be found here