Joy of Digital Award: P&O cruises to victory with immersive DOOH campaign

For its first campaign of the year, P&O Cruises teamed up with Wavemaker UK, GroupM and Dooh.com to create an innovative digital out-of-home (DOOH) experience that’s making commuters feel like they’re already on vacation. 

The ad features a mesmerising 3D animation of an underwater scene, with fish swimming out of the screen - immersing commuters on the London Underground in the warm, sun-soaked vibes of a dream holiday. 

“It’s a genius use of DOOH – engaging, immersive and downright magical,” says Joy, our Chief Digital Cheerleader and Chair of the Joy of Digital Awards.  

“P&O Cruises has taken a tried-and-tested medium and made it feel fresh, fun and so shareable. You simply can’t help but feel the itch to book a holiday - with a campaign this bold, it looks like the travel company has truly set sail on a course to success. Congratulations P&O Cruises!” 

The campaign also uses geo-location targeting and real time API feeds to display the current locations where P&O’s ships are sailing, with weather updates adding an extra layer of holiday envy. 

Viewers who see the DOOH ads are then retargeted with immersive 3D audio and display ads further extending the experience into their personal devices - plus the campaign is supported by additional media activations across TV, BVOD, print, digital and social channels.  

Find out more about the Joy of Digital Award and past winners here.