Naked Smoothies has launched a digital out-of-home advertising campaign that features the first ‘train-triggered’ creative on the London Underground.
The brand’s latest campaign places an image of a bottle of fruit pieces on platform edge digital screens, which are blended into a smoothie when a train pulls into the station.
It is the first ‘train-triggered’ piece of marketing to be rolled out on the Transport for London network. The ads – which also include changing messages like “Your Boost, Now Arriving”, “Heathrow bound? Get Naked, Get Going.” and “Heading East?” – are linked to live tube train timetables.
The campaign was created in partnership with Omnicom-owned digital content agency ArtBotAI, and Global, the Media & Entertainment Group.
“Utilising Transport for London’s data, we’ve been able to build a system that takes advantage of train arrival information on the Elizabeth line,” said Oliver Thurtle, head of DOOH at ArtBot AI. “The tech updates every minute, so that’s allowed us to show relevant creative at the right moment as trains arrive, and when they’re on the platform. I’m excited for commuters to see the ads on their journeys all this week and next.”
The campaign is being displayed across all digital screens on the underground’s Elizabeth line platforms at Tottenham Court Road for two weeks.
“Naked Smoothies are here to give people a natural energy boost and help them go about their busy day,” said Emma Holmes, marketing brand manager at Naked. “The ’Get Naked, Get Going’ campaign works brilliantly on the London Underground where people are constantly on the move. Being able to dynamically adapt the ads to external cues gives the campaign an additional layer of engagement and relevance for passengers.”
Transport for London banned adverts for foods high in calories from sugar or fat, or high in salt on its network in 2019. Food and drink brands, restaurants, takeaways and delivery services are only permitted to run ads that promote specific, healthier products.
A 2022 study, carried out by the University of Sheffield and the London School of Hygiene & Tropical Medicine, concluded the policy had led to consumers in the capital cutting down on less healthy products. The team estimated the policy had directly led to 94,867 fewer cases of obesity than expected; 2,857 fewer cases of diabetes; and 1,915 fewer cases of cardiovascular disease.
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