Beauty giant Elizabeth Arden has created a poster campaign in London’s Oxford Circus tube station that uses Digital out of Home technology (DOOH) to highlight real time pollution readings.

The posters have digitally activated panels which show real time pollution data supplied by LondonAir, with the two-week campaign being used to promote the brand’s Prevage City Smart Hydrating Shield SPF50 product.

Created by Grand Visual, the campaign hopes to highlight the damage pollution can do to the skin and is running alongside a larger campaign in print, digital iterations and video on demand.

Dan Dawson, chief creative technology officer at Grand Visual said: “This campaign harnesses the context effect by providing a tailored and compelling reason to pay attention.
“The data provides the relevance and justification for buying a product that is designed to combat the ill effects of pollution that each person is experiencing, in that location, and at that moment, delivering Elizabeth Arden’s message with much greater impetus.”