The ‘Spring’ advertising campaign was created and led by Adam&Eve/DBB, focused on the supermarket’s pride in their food supply chain and commitment to farmers, suppliers and livestock. Cameras situated across Waitrose’s Leckford Estate farm streamed live to premium out-of-home screen destinations, such as JCDecaux’s Waterloo Motion (the giant screen at the mainline station) as well as YouTube mastheads and brand channels. In short, we were delivering live streamed adverts to the big screens!
Live streamed adverts prove a hit with consumers
The campaign captured the attention of both press and public. At any one time on Monday 18th April more than 3,000 viewers were watching the live stream on YouTube – which featured beautiful panoramic landscapes, rapeseed fields and beehive activity. On top of this, ‘Spring’ received widespread coverage in both the advertising and broadsheet press, including Campaign, The Drum, The Telegraph and The Guardian.
Streaming Tank’s responsibility was to deliver this ‘live advert’ across a full week. This required onsite satellite and mobile connectivity provision and a round-the-clock encoding team at Streaming Tank HQ managing 8 separate feeds to a variety of destinations. An exciting element was our integration with Grand Visual’s network for out-of-home screen delivery which brings in a brand new streaming medium for consumer brand campaigns.