GLACÉAU smartwater surprises the capital with innovative geo-targeted outdoor technology.
GLACÉAU smartwater has introduced inventive out of home creative that uses beacon technology to share tips from influential Londoners, with members of the public. Launched last week, the outdoor advertising alerts users in the nearby proximity, and will be live until the end of September.
From the tastiest brunch in Chelsea to the trendiest pedicure in Hoxton, the GLACÉAU smartwater campaign aims to distil the very best bits of London into ‘on-the-go’ recommendations for busy urbanites.
The adverts, located in areas within Chelsea and Hoxton, will alert consumers within 500 metres to check out top tips from London based influencers, including blogger Reem Kanj and stylist Roxie Nafousi. Smartphone users with a range of partner apps installed* will receive a push notification, encouraging them to click and discover top recommendations in the area.
The creative follows the GLACÉAU smartwater summer outdoor marketing campaign, which aimed to bring a sense of simplicity to the complex through placing smart and witty outdoor adverts across London.
Bryony Lester, Senior Brand Manager at GLACÉAU smartwater commented, “We’re using advanced technology to distil insiders’ knowledge about their favourite areas of London. Through working with new innovations, we have created a simple way for busy city dwellers to receive interesting content that they can enjoy in their local area.”
The beacon technology has been implemented by Kinetic Worldwide who are global leaders in digital out of home marketing in partnership with Tamoco, Proxama and JC Decaux. Kinetic’s Director of innovation, Rosh Singh, added; “The use of beacons in the London: Distilled campaign is not only groundbreaking, but also exactly what brands should be aspiring to do - hyperlocal media, serving useful content in innovative ways. The perfect use of ‘push’ messaging and beacons.”
This year, GLACÉAU smartwater introduced the 850ml sportscap variety, providing the on-the-go hydration partner for busy Londoners. As well as the original 600ml bottle, the product is the only bottled water in the UK that vapour distils British spring water. It is this unique process - plus a combination of electrolytes - that creates a refreshing taste.
Notes to Editors:
The technology will be compatible with Crowdit and Mapway Bus App for Android partner apps, from the 12 – 26th September. Users will need to install the iOS 9.3.5 update, enable location services and ensure Bluetooth is active to receive the alert.
About GLACÉAU Smartwater:
GLACÉAU Smartwater is the first ever bottled water brand in the UK to use a unique method of vapour distillation, using British spring water in its evaporation, condensation, and precipitation process. A combination of electrolytes is then added resulting in a taste that’s distinctly crisp, clean and fresh. GLACÉAU smartwater is available in 600ml and 850ml sports cap bottles across the UK.