THE RESULTS ARE IN
“March for Giants”, International winner of the Ocean Outdoor 2016 digital competition, created astonishing and unpredicted outcomes all powered by people and brands.
#MarchforGiants launched in March 2017 as world’s first real-time fully integrated dynamic DOOH campaign generated entirely by consumers and brands.
A tech first with a text and digital donation mechanic allowed individuals and brands to donate and so create their own customised virtual 3D elephant. Inscribed with a personal message or brand colours each elephant was born with an individual ‘Life Page’ microsite; demonstrating that each consumer donation safeguarded an elephant in the wild for one month and a brand donation protects a wild elephant from poachers for life.
Using live 3D technology the personalised elephants instantly joined the #MarchforGiants digital herd. Over 4 days in March, the 3000+ individual Elephants including brands MacLaren, The Independent and stars like Ricky Gervais and Mark Hamill marched across DOOH screens through the world’s busiest public spaces.
#MarchforGiants PR value equated to 48 million readers /donations totalling £105,000; a first the charity sector and in out of home / ROI from the initial budget of 2,100% / 38 million organic twitter impressions / ongoing brand partnerships for charity.
- Ocean Outdoor Digital Competition, First Prize
- The Drum Creative Out of Home, Most Cost Effective, Winner
- The Drum Creative Awards, Best Outdoor Billboard, Winner
- The Drum Creative Out of Home, Digital Campaign, Highly Commended
- The Drum Creative Out of Home, Use of Live Updates, Highly Commended