Car manufacturer Land Rover has created an immersive experience on Ocean Outdoor screens in the hopes of encouraging more people to reconnect with nature as crucial way to maintain good mental health.
Launched as part of Mental Health Awareness Week, ‘Live Streams’ made use of a directional sound shower playing the relaxing murmurings of a running stream. The screens also featured a QR code which directed customers either to the stream itself or a natural space near them.
The screens were deliberately placed at busy, city-centre locations across both Westfield shopping centres in London with the live broadcasts running from 9am to 4pm over the weekend of 14 to 15 May.
The campaign was driven by research form Exeter University which found that 40% of workers fail to spend the recommended two hours a week in nature to better maintain their mental health.
The innovative Accenture Song creation won first prize in Ocean’s 2021 digital creative competition, securing £100,000 of free media for the agency’s campaign. Entries for the 2022 competition will open in July.
READ MORE: Land Rover ad banned for depicting car reversing near cliff edge
“Our competition judges liked the insight and the tie into mental wellbeing,” Ocean head of marketing and events, Helen Haines said.
“This campaign encourages local engagement but in a way that isn’t overtly selling. It’s a simple, effective concept with an important message.”
Lead creatives at Spark44 | Accenture Song Andrew Edelston and Pip Smith added: For us, there’s always been a natural connection between Land Rover and the great outdoors,”
“When we found the research linking time spent in nature with mental health, we saw a relevant space for Land Rover to help promote.”
Click here to sign up to Marketing Beat’s free daily email newsletter
