Travel information to help passers-by plan their routes home as soon as darkness falls.
EE has launched Stay Connected at Night, a billboard-led campaign harnessing the power of Stay Connected Data to offer dynamic, technology-enabled routes home.
The EE campaign by Saatchi & Saatchi London uses Ocean’s out of home (OOH) technology in Manchester city centre as a utility to bring to life the security that Stay Connected Data offers, by keeping people connected even when they reach their monthly data limit.
Capitalising on the locations of large and small digital out of home (DOOH) screens in popular nightlife spots and areas densely populated with students, the creative uses Ocean’s live data feed to pull geo-located travel information to help passers’ by plan their routes home as soon as darkness falls. The innovative campaign will be live from 8pm - 3am every night until 13th March, shortly before the clocks go forward and lighter evenings ensue.
From taxi waiting times to train, tram and bus schedules, 42 billboards including The Loop network and nine large format screens use dynamic creative and augmented reality to illustrate travel options and overlaid directions relevant to each location.
Screens in four locations will also detect approaching pedestrians and respond accordingly, sharing location-specific travel options. The screens will also brighten, making the surrounding space feel safer. By day, EE’s Stay Connected Data creative will show on the screens.
The decision to bring the work to Manchester, a city which has one of Europe’s largest student populations, was inspired by the Women’s Night-time Safety Charter, a scheme launched by Manchester City Council late last year to rally businesses to help make the city safer for those in the night-time economy. EE were also able to work with local bodies to integrate the work into Manchester’s transport network, and the initiative will also be supported by influencers DJ Semtex, Jodie Harsh and Chelcee Grimes who will be creating and sharing bespoke content as part of the campaign.
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