Water Wipes rolls out new DOOH push

WaterWipes Pure Love Experience

Exterion Media is running an interactive digital out of home (DOOH) campaign for baby wipe brand WaterWipes at Dundrum Town Centre. The campaign, a first for OOH in Ireland, uses thermal imaging to demonstrate skin-to-skin contact between parents and their babies. Exterion created a template to support Water Wipes’ ‘Pure Love’ campaign, with uploaded photos taken by the thermal imaging camera directly to the campaign’s dPod.

The campaign was planned by OMD Ireland and Kinetic Ireland on behalf of WaterWipes.

The Water Wipes ‘Pure Love Experience’ was promoted on dPods broadcasting 10 second ads in the week leading up to the event. Over a recent weekend, parents visiting the centre were invited to take part in the thermal imaging demonstration in the shopping centre. Over 300 thermal images of parents and their babies were uploaded to the dPod and featured as part of the Water Wipes digital OOH campaign for the rest of the campaign cycle.

DDFH&B handles creative for Water Wipes and some recent work is among the Adfx finalists.

The OOH campaign can be viewed at https://vimeo.com/180146601

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