To promote the opening of a new Tesco Express in Dublin city centre, creative agency BBH has launched an interactive out-of-home activation that reacts to its environment in real-time.
Situated in Charlemont Square, a rapidly developing area of the city – Tesco’s new store is tucked away from the neighbourhood’s main roads.
To raise greater awareness of the new location, BBH has thought outside the box by projecting live messages typed out by a copywriter onto a traditional 48 sheet poster.
“We are really proud of our new Charlemont Square store, and because we are a little tucked away we wanted to have some fun with the challenge of letting our customers know exactly where we are,” Tesco Ireland marketing director, Cathal Deavy said.
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“The video and projected message concept created for us by BBH perfectly encapsulates the beating heart of this wonderful and historic part of Dublin. We are open for business and are very excited to be a part of this thriving and vibrant community.”
Reacting directly to passers-by, the live text enabled the retailer to interact directly with its potential customer base on a personal level – whilst informing them of the new store and its location.
BBH Dublin creative lead, Sam Caren added: “First impressions are important and they say you only get to make one. With this approach we get to make an impactful impression, multiple times, on multiple people, and have a ton of fun doing it while answering the brief of letting people know the new store’s location. Just because something is functional and hard working doesn’t mean it has to be boring.”
This latest activation follows on from Tesco’s recent Clubdcard advertising debacle, in which its latest spot has been widely lambasted online for its perceived ‘creepiness’.
