Eve Sleep provide the only mattress you’ll ever need. We set to cut through the noise of an increasingly competitive space, by changing how they approached out of home (OOH) advertising and how they could support it digitally. It started with an insight about their target audience; they did not consume OOH in the same way it was traditionally consumed and were more prepared and intrigued by the interactive approach demanding a response from the passers-by.
The Shoreditch High Street billboard played host to an immersive OOH campaign in the lead up to Valentine’s Day, showcasing the Eve x Supermundane collaboration story. Using bespoke technology, passers-by were invited to make bold gestures of PDA (public displays of affection) by entering their names onto a dedicated microsite, which was then beamed onto the screen with a personalised Valentine’s message. Perched on an adjacent rooftop, a continuous live stream was set up to encourage global interaction, specifically across the brands key European markets, translating Eve’s cheeky valentine’s copy into 7 different languages. Supported across multiple channels, the visitors were then served their personalised messages ready to enjoy, download, and share across their social media channels.
The campaign resulted in over 5,000 unique entries to the dedicated microsite, 500,000+ billboard impacts and a 260% increase in sales over the four-days that the campaign ran. The campaign drastically increased brand sentiment and engagement across social amongst the target demographic, with a reach of 2.1 million.