Creating family connections through OOH

Built on the insight that 70% of Bournemouth’s residents are grandparents, with many only seeing their grandchildren twice a year, this campaign looked to connect resident grandparents with their grandchildren wherever they are in the UK – highlighting how Facebook’s Portal devices can combat isolation and loneliness.  

Harnessing the power of personalisation that dynamic OOH offers, this unique campaign used a rich portfolio of digital OOH assets to improve familiarity and raise awareness of Portal from Facebook among all the residents of Bournemouth.

A specially-modified screen in the town centre built exclusively for this campaign allowed people to call their loved ones directly using Portal. Using the real-time capabilities of dynamic video, calls were able to be cut, edited and broadcast across Bournemouth to showcase both the ease of using the product, and also the emotional connections that have been made.

In a touching moment captured as part of the campaign, one grandchild surprised a lucky resident grandparent live on a specially built DOOH screen in the town’s main shopping parade.

 Alongside the OOH campaign to accelerate the activation a bespoke area was built on the famous seafront, with domes to host grandparents where they were served afternoon tea alongside a beach hut which created an intimate space for grandparents to use the portal device. During the two day filming event, the beach hut activation had 45 participants – generating unique content and connecting more families as part of the campaign.  

As well as being broadcast on small screens to audiences across the famous seaside resort, the experiences created will be supported by a national multi-channel campaign running on OOH, TV, Cinema and digital channels into 2022.