THE OBJECTIVE

The launch of the new Lurpak Cooks Range was one of the biggest in the brands history. Lurpak needed a standout activity for the ‘Food adventures’ campaign that targeted ambitious home cooks and the new Waterloo motion screen was used to deliver a dynamic digital experience.

To create a stir around the new cooks range, Lurpak hosted an experiential takeover at Waterloo Station where celebrity chefs used the products to cook a variety of dishes live in the station.

THE SOLUTION

The Waterloo Motion screen had to broadcast the experiential activity on the concourse and also engage with commuters. The screen had to deliver a live video feed, social commentary and brand assets in a rolling content plan throughout each day.

Liveposter created several poster templates that integrated the live video, social dialogue and brand content. The Liveposter platform then enabled curators on the day to edit poster content and change the poster play-out schedule on the fly to allow them to be as responsive as possible to the activity at the station.

THE RESULTS

A technically complex delivery, Liveposter undertook a 6 week feasibility project to understand the capabilities of the Waterloo Motion screen.

Liveposter were the first agency to execute full screen video across the landmark 40ft HD screen, the largest in Europe.

“We’re really excited about landing our new Cook’s Range in such an innovative way, being able to tie into the sense of theatre Waterloo offers and create an industry-first in the process is fantastic.”– Stuart Ibberson, senior director for BSM at Arla.