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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.
Capital FM
Capital FM Animation
Creative Direction / Moodboard
Capital FM
Capital FM Breakfast Show Presenters
Capital FM
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
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
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
Capital FM Billboard
Capital FM
Capital FM DOOH Advertising
Capital FM
Capital FM Animation
Creative Direction / Moodboard
Capital FM
Capital FM Breakfast Show Presenters
Capital FM
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
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
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
Capital FM Billboard
Capital FM
Capital FM DOOH Advertising

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