Capital FM

Creative Direction / DOOH Advertising / Strategy / UI / UX

In 2016, Capital FM looked for a DOOH campaign to promote its new Breakfast Show presenter line-up at the time – Dave Berry, George Shelley and Lilah Parsons. Our shareable DOOH advertising concept aimed to engage the target audience using Exterion Media’s interactive technology.

Creative Direction / Moodboard

Capital FM Breakfast Show Presenters

Capital FM DOOH Sketches

We explored Capital FM’s demographic data and created user personas to guide our decision-making. We opted for a DOOH campaign with shareable content, located in London’s biggest shopping malls, utilising Exterion Media’s interactive DOOH advertising screens with touchscreen technology and NFC chips.

Capital FM Vinyl Wrap Design

To keep the concept contextual, it focused on the Breakfast Show’s theme of ‘waking up London’. The creative featured beautiful, slightly fantastical views of the city. The game was housed in several branded digital pods that drew attention through striking vinyl wraps and mobile shareability.

Capital FM DOOH Pod In-Situ

With such positive engagement, Capital FM’s parent company, Global, entered the campaign into Exterion’s Media Creative Idol competition during Ad Week 2016. From a list of highly commended interactive advertising concepts, it came second to DreamWorks’ Kung Fu Panda campaign.

Capital FM Billboard

Capital FM DOOH Advertising

The Client's Challenge
Capital FM is the UK’s premier commercial radio network, appealing to a primarily younger audience who enjoy mainstream chart music. In 2016, Capital FM had shaken up its presenting line-up on the Breakfast Show and wanted to engage its target audience through its new presenters at the time – Dave Berry, George Shelley and Lilah Parsons.

We created a shareable digital out-of-home (DOOH) advertising concept to engage Capital FM’s Breakfast Show target audience at London’s Westfield shopping centres, using Exterion Media’s interactive technology.

Our Approach
The project commenced with a research phase, in which we explored Capital FM's demographic data and Breakfast Show engagement. From this, we created user personas to guide our decision-making through campaign conceptualisation.

With a clear idea of our target audience’s needs and expectations, we ran several workshops to come up with appealing concepts for the intended market. We decided that a DOOH campaign with shareable content located in London's biggest shopping malls would meet several audience expectations as defined through our user personas.

Westfield seemed the ideal location to engage a young audience – potential Capital FM listeners. The West London shopping centre was home to several Exterion interactive DOOH advertising screens. These provided the perfect opportunity to create a crowd around the content and generate interest on the day. Additionally, making the content shareable created a user-generated content (UGC) element to the campaign, a powerful tactic to extend reach.

Making the most of Exterion Media's technology and experience, we designed an interactive game to engage passers-by via touchscreen technology and NFC chips. The game was housed in several branded digital pods that drew attention through striking vinyl wraps and mobile shareability.

With the concept direction agreed, execution of the digital programme required wireframing, UI/UX considerations and vinyl-wrap design. We also developed a social sharing strategy to boost reach and drive online engagement. We established the design direction for the creative through exploration, workshops, mood boards and demo creatives.

To keep the concept contextual, it focused on the Breakfast Show's theme of 'waking up London'. The DOOH creative featured a slightly fantastical presentation of the London skyline, which would initially appear gloomy until a viewer engaged with it. With the game initiated, the three presenters' faces appeared superimposed on top of the London scenes. The ‘viewer’ had to wake up the sleeping presenters within a limited time by physically interacting with the screen.

Once the presenters were awake, the viewer's mission was to help them wake up the rest of London – turning the creative landscape from gloomy to bright daylight. With the mission complete, each participant was encouraged to share their score and experience via their own social channels.

The Outcome
With such positive engagement, Capital FM's parent company, Global, entered the campaign into Exterion's Media Creative Idol competition during Ad Week 2016. From a competitive list of highly commended interactive advertising concepts, 'Wake Up, London' came second to DreamWorks' Kung Fu Panda.