Juice brand, Tropicana, took over a digital billboard on the Southern Terrace of Westfield London this week to educate consumers on the health benefits of consuming just 150ml of 100% orange juice each day. The compelling and unusual interactive experience shows the public what exactly what goes into their juice. They can also get their own ‘little glass’ of fresh Tropicana dispensed from the digital billboard.
The integrated campaign is designed to communicate Tropicana’s ‘Little Glass’ proposition. The ‘Little Glass’ campaign aims to show how 150ml of 100% orange juice has plenty of good stuff in it.
Brand ambassadors are positioned near the screen to invite passers-by to help themselves to their own “little glass” of lovely orange juice. A bespoke animation amplifying the campaign messaging will be visible on the digital billboard throughout.
Speaking about the campaign, Tropicana’s Brand Manager Sophie Giraduel said:
“The digital billboard is an exciting visual representation of the Little Glass campaign. We want to engage and educate consumers of the many benefits of drinking just 150ml of Tropicana each morning.”
This event runs alongside a wider TV, outdoor and print advertising campaign. AMV was responsible for the Little Glass advertising campaign and social amplification, and DeVries SLAM provided the PR amplification. Grand Visual produced the digital creative for the screen, with Blackjack as the experiential agency. The media was planned and bought by OMD UK and Talon.