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Dr Martens and OutdoorPlus
Interactive billboards in the mall environment

As part of RUCKUS myself and Cally Gatehouse were briefed by Dr Martens, Central Saint Martins Innovation Centre and Digital Out Of Home media owner OutdoorPlus to investigate how digital screens can be used to create interactive and social advertising in a mall context.

Initially this brief was solely about creating a campaign for the Dr Martens A/W 2013 campaign. It soon emerged though that a bigger shift was needed in thinking by the stakeholders in order to be able harness the full potential of digital screens.

Extensive research and field work was carried out and creative concepts and strategic recommendations presented to produce a document for Dr Martens and OutdoorPlus on which they could build on to create future interactive campaigns.

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Background and research report introducing the challenge ahead.

Background and research report introducing the challenge ahead.

Charting the user journey in the mall which identified many hurdles to complete the interaction.

Charting the user journey in the mall which identified many hurdles to complete the interaction.