Quick take: Prost8 (with TBWA\MCR) won Ocean Outdoor’s European Grand Prix for an interactive DOOH idea that turns a digital screen into a playable experience—showing how participation is becoming a premium DOOH advantage. (Sources: Ocean Outdoor, Inavate, SignLink)
What happened
Ocean Outdoor awarded Prost8 the European Grand Prix in its Digital Creative Competition, spotlighting an activation that turns a DOOH screen into an interactive, public-space experience.
The core mechanism (as described in coverage) uses tracking to let people control an on-screen game with their body—built to be impossible to ignore once someone notices it happening in the wild.
Why this matters
Interactive DOOH is evolving from “nice-to-have” into an attention engine:
- Stops people (not just reaches them)
- Creates earned media because participation is inherently shareable
- Turns premium screens into experiences, not loops
What planners should take from it
If your goal is talkability, the creative brief shouldn’t start with “what do we say?”
It should start with “what can people do?”
Participation creates a natural chain reaction: someone interacts → others watch → phones come out → content spreads. That’s how interactive DOOH can generate lift beyond paid impressions—without needing heavy copy or long explanations.
A simple checklist for participation-first DOOH
- One obvious action (so people understand instantly)
- Immediate feedback (so the interaction feels rewarding)
- Short loop (so it repeats and more people can join)
- Social proof (spectators can see it’s “a thing”)
Comments
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