Tesco Ireland - Howaya Dublin
Charlemont Square is a new Dublin development, in a neighbourhood with lots of footfall. But its new Tesco store is a little hard to find, at the time situated behind a building site, down a laneway behind a pub.
So we developed a mad idea that’s hard to miss – taking a traditional 48 sheet poster and projecting onto it, so we could tell passers by where it was, live.
With Aubrey on hand manning the keyboard, and myself on the binoculars calling the targets, and a team below capturing the action, we crafted bespoke messages that were projected live to the billboard for the unsuspecting passers-by. Each message was personally tailored, while pointing out the Tesco Express store close by.
Charlemont Square is a new Dublin development, in a neighbourhood with lots of footfall. But its new Tesco store is a little hard to find, at the time situated behind a building site, down a laneway behind a pub.
So we developed a mad idea that’s hard to miss – taking a traditional 48 sheet poster and projecting onto it, so we could tell passers by where it was, live.
With Aubrey on hand manning the keyboard, and myself on the binoculars calling the targets, and a team below capturing the action, we crafted bespoke messages that were projected live to the billboard for the unsuspecting passers-by. Each message was personally tailored, while pointing out the Tesco Express store close by.
Tesco is all about talking to people on a human level, and know that everyone has different needs. The poster site allowed us to talk to people as individuals, with something meaningful for everyone.
Not only that, but the site was used to champion other local businesses such as pubs and takeaways, acknowledging their importance to the community.
Credits
Agency: BBH Dublin
Creative Lead Copy: Aubrey O’Connell
Creative Lead Art: Sam Caren
Art Director: David Kee
Not only that, but the site was used to champion other local businesses such as pubs and takeaways, acknowledging their importance to the community.
Credits
Agency: BBH Dublin
Creative Lead Copy: Aubrey O’Connell
Creative Lead Art: Sam Caren
Art Director: David Kee