Kellogg's is turning digital outdoor screens into mirrors as part of a New Year campaign for Special K.
It aims to tap into the setting of resolutions and inspire passers by get fit and healthy in the New Year by using the screens to show them their potential.
Special K is offering customers a free New Balance training top with the purchase of three packs of Speical K cereal.
The oOh! Media screens have been fitted with 'change-room mirrors' to help passers by visualise themselves in the training top.
John Broome, Kellogg's marketing director, said: “Involving our audience is a fun way to build awareness and a buzz around the brand. Having these ads in shopping centres enables shoppers to act on their intention to fulfil their New Year’s resolution of starting a healthy lifestyle by being active.”
The campaign was created by JWT, VML and Liquid Ideas. Mindshare handled the media buying and planning.
