Exterion Media host thermal imagery media-first digital OOH campaign for WaterWipes
Exterion Media Ireland have hosted an interactive digital Out-of-Home campaign for baby wipe brand WaterWipes. The campaign, a media first for the Irish Out-of-Home sector, used thermal imaging to demonstrate skin-to-skin contact between parents and their babies.
Exterion Media designed and programmed a custom made template to support the WaterWipes “Pure Love” campaign, which immediately uploaded batches of photographs taken by the thermal imaging camera directly to the WaterWipes Pure Love dedicated dPod.
The event took place in Dundrum Town Centre and was planned by OMD Ireland and Kinetic Ireland on behalf of WaterWipes.
The WaterWipes Pure Love Experience was promoted on dPods broadcasting 10 second ads in the week leading up to the event. From Friday 5th August to Sunday 10th August parents visiting the centre were invited to take part in the thermal imaging demonstration in the WaterWipes Pure Love Experience on level 3. Over 300 thermal images of parents and their babies were uploaded to the dedicated WaterWipes Pure Love dPod throughout the weekend and featured as part of the WaterWipes digital Out-of-Home campaign for the remainder of the campaign cycle.
Commenting on the event Grainne Gallagher, Brand and Digital Marketing Manager said,
This was a fantastic initiative that allowed us to engage with parents in a fun and interactive way, highlighting our film Pure Love while demonstrating the purity of WaterWipes. The dynamic nature of the campaign allowed us to get cut-through for our brand.
Sandra Doyle, Sales Director Exterion Media said
This interactive campaign showcased the power and ability of our digital network to deliver dynamic campaigns that captivate the consumer and encourage deeper levels of brand engagement.