The brand is using digital outdoor screens in London’s Victoria station to engage consumers and “spread a little love” around Valentine’s.
From today (13 February) Dove will post a different question each day on the large-format Transvision screens in the station inviting passers-by to respond with thoughts and reflections on beauty and happiness.
The responses will then be streamed in real time on the screens.
Experiential activity will also see Dove giving out free gifts that relate to the day’s question.
Jocelyn Hsieh, senior brand development manager on Dove Global, says: “We hope the engagement and interactive nature of our campaign will bring a smile and a moment of Dove’s warmth to Londoners during their daily commute. We look forward to seeing Londoners’ reflections on beauty and their thoughts on the women in their lives shared on our billboard at Victoria Station.”
The campaign, created by Kinetic, Mindshare and Billington Cartmell, is running until 19 February.
Unilever’s senior vice-president of marketing Marc Mathieu recently talked about the need for brand marketers to “be more noble” and approach marketing with a social purpose as well as to drive sales. He highlighted Dove’s Real Beauty positioning as a frontrunner of its “crafting brands for life” strategy.