E.ON reveals real-time pollution levels using AR technology in digital out of home campaign

March 2020

To highlight its Clean Air campaign, E.ON created an out of home campaign to enable the public to see air pollution levels in the world around them.

Planned by Vizeum and Posterscope, with creative by Engine, the out of home campaign drew on best in class, live pollution data to reveal not just the varying levels of pollution at specific locations but also the levels at different head heights.

Using Ocean Outdoor’s network of digital out of home screens in Manchester and Birmingham, and its AR facial detection technology, Lookout, the campaign live streamed people as they passed by a screen and tracked the pollution to their head height to tell them how much they were breathing in at that moment.

Different messaging appeared on each screen depending on how bad pollution levels were.  For example, near roads pollution was attributed to traffic and highlighted E.ON’s commitment to installing more EV chargers as a positive solution.

The dynamic out of home campaign was part of a larger advertising campaign by the energy provider and followed the brand’s “London Lungs” activation last year, which involved a 16-foot pair of lungs on London’s South Bank highlighting pollution particles to locals.

It triggered more than 2,500 interactions over the course of one weekend.

Scott Somerville, Head of Advertising, PR & Campaigns at E.ON, said: “E.ON is committed to finding energy solutions that first and foremost help our customers but also have a positive impact in terms of their sustainability.  Air  pollution is something that affects all of us and is invisible to the naked eye so easy for us to ignore.  By being able to draw on real-time pollution date and the latest out of home technology, we can reveal the true picture of pollution to people as they pass by the ads and highlight the work we are doing which can help reduce air pollution.”

Charlotte Jackson, Client Partner at Vizeum added: “Digital out of home is the only medium that could deliver a campaign such as this, using live data feeds to portray real-time pollution levels to individuals as they pass by the ads.  E.ON continue their innovative and creative approach to highlighting the issue of air quality and pollution.”

Gill Huber, Chief Client Officer at Posterscope, continues: “Our unique location and data planning capabilities combined with Ocean Outdoor’s pioneering facial detection technology, LookOut, has enabled us to deliver an exciting campaign for E.ON that creates a real-time conversation directly with individual members of the public about an important environmental issue.”