Timberland inspires urban adventures with dynamic digital OOH first

Posterscope and Vizeum have launched a dynamic, digital OOH advertising campaign for Timberland as part of a nationwide campaign to promote the company’s new Sensorflex comfort system.
The campaign is the first time that the brand has used dynamic digital outdoor advertising.  Posters on digital sites and bus T-sides in transport hubs and high footfall retail environments across the UK targeted Outdoor Lifestylers throughout October.
Designed to inspire urban adventures, the campaign creative was dynamically updated, by Posterscope’s technology platform Liveposter, to highlight local places of interest along with proximity to store information, distance in steps and metres, estimated walking time and calories burned.
Mark Waddell, client director at Posterscope, said: “Timberland want to inspire people to have urban adventures using their new Sensorflex collection.  Liveposter’s ability to deliver customised content across multiple networks enables us to target these individuals in the right place at the right time, with creative that not only captures the imagination but also provides practical information on local attractions and store locations.”
Stacey Leonard, business director at Vizeum added: “Out of home is a natural fit for the brand and its target audience. However, we worked with Posterscope to develop an OOH strategy that would enable us to target our audience in a sophisticated way by using data to provide relevant and inspiring content. This type of execution is likely to become a standard for future campaigns”
Andrea Kengelbacher, marketing coordinator, from Timberland commented: “Our new Sensorflex technology provides all day comfort whatever the terrain so it is ideal for urban adventurers.  Using the latest technology in OOH we can promote the collections directly to people with an interest in outdoor lifestyles, and inspire them to explore new destinations and our stores.”