This week’s Big Issue
Our new campaign for The Big Issue launches with a digital billboard takeover at Westfield London.
It’s been a tough couple of years for The Big Issue magazine, especially its vendors. The “I’m here” campaign supports their work as things get back to normal and vendors return to their pitches. We combined the power of geolocation technology and reactive digital screens to make them more visible than ever before.
We started with the iconic Big Issue jacket, redesigning it to incorporate geolocation technology – the first update since the magazine launched in 1991. Beacons within the jacket allow vendors to interact with outdoor media in a whole new way.
Whenever a vendor walks near one of our billboards, the beacon reacts to trigger specific personal messages; a supersized, video version of the vendor then points towards where they are, directing passersby to pick up the latest issue.
Paulo Areas, Chief Creative Officer at Forever Beta, said: “Digital media is becoming a more important part of The Big Issue’s business, and this was a great opportunity to raise their profile by bringing technology to the street. Through our campaign, every vendor becomes a powerful advertisement, increasing their visibility when they need it most. We’re letting their local communities know that they’re still here – in the biggest way possible.”
Nashitha Suren, Group Consumer Revenues Marketing Director for The Big Issue, said: “This is a great campaign that draws attention to our brilliant vendors who, like many others, have gone through an incredibly difficult couple of years. Often, selling The Big Issue is their main source of income. We welcome this opportunity to raise their profile in this innovative way. If you see one of our vendors, please head over and support them by buying the latest copy of The Big Issue.”
Look out for the vendors at Westfield London and don’t forget to pick up the latest issue.