Cunard sets sail with DOOH & influencer marketing partnership
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In the UK’s first fully integrated influencer content-led campaign, Cunard made the most of the flexibility and creativity of Digital Out of Home to launch a nationwide malls campaign incorporating social media content from the influencer marketing platform indaHash. An immersive experience that brought Cunard cruises to life and allowed millions of consumers to experience the brand in a fun and memorable way.
Utilising indaHash and the creativity of Digital Out of Home, content from their most popular Instagram posts were dynamically shared and integrated into digital ads across our network of digital 6-sheets and premium large format screens. A perfect example of the power of Digital Out of Home to complement social media reach and extend the life of a campaign with contextually relevant content that inspires audiences as they go about their daily lives.
Covering the entire length of the Cunard voyage, the innovative campaign ran
for one week across twelve hand-picked shopping malls; including Manchester Arndale, Cribbs Causeway, Ealing Broadway and Drake Circus in Plymouth.
In addition to our Malls Live network, large format Malls Live XL screens were selected in key malls, adding an extra layer of cinematic scale, fame and impact.
Barbara Soltysinska, CEO - indaHash
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Credits
Agency - PHD
Specialist - Talon
clearchannel.co.uk | @clearchanneluk | Find out more: letscreate@clearchannel.co.uk
POWERPOINT CASE STUDY
impact
This immersive experience brings Cunard cruises to life… allowing customers to experience the brand in a fun
and memorable way. This partnership allows us to both effectively reach today’s hyper connected consumer
and extends the life of the campaign to audiences
online and in shopping malls across the UK.
Follow @postcardsbyhannah
Follow @hollyacoleman_
Follow @matt_steel
#CUNARDLIVE #CUNARDPHOTOGRAPHICJOURNEY
Follow @the_flyaway_girl
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*Source: Posterscope, The Dynamic Difference, 2013
53
%
higher
message recall*
The campaign promoted the stunning maiden ‘photographic journey’
of Cunard’s new cruise ship, the Queen Elizabeth, to the Arctic Circle. Throughout the trip, four specially selected social media influencers posted and commented on life and activities on board the luxury cruise ship.
Web searches for ‘Cunard’ increased by more than 50% during the campaign period
The campaign successfully drove awareness of the Cunard brand and really captured audiences’ imagination.
Influencing shoppers nationwide
Malls Live
Malls Live XL