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Wavemaker UK, GroupM and DOOH.com have collaborated on P&O Cruises first-ever programmatic, immersive 3D digital out of home (DOOH) ad campaign.

Running until the beginning of March, commuters and passers-by at Waterloo London Underground station will experience the true feels and vibes of a P&O Cruises holiday. As you descend the escalators an immersive under-the-sea creative takes you beneath the waves, with fish swimming out the screen, to a ‘holiday like never before’ - all while riding the underground. Produced by P&O Cruises Creative team and brought to life by DOOH.com, P&O Cruises captivating voyage of discovery doesn’t end there. 

Powered by an innovative geo-location targeting and digital-first strategy the audience reach for this positively provocative campaign will be extended further through smart media activations. Dynamic DOOH ads using real-time API feeds will showcase the current locations where P&O Cruises ships are setting sail, alongside updates on the weather as they pass through their exotic destinations. A potential balmy 29℃ in Barbados, or a pleasant 20℃ in the Canary Islands is bound to make cruise lovers dream of sunnier climes and new adventures in 2025 as they battle the UK winter chills. 

Potential holiday goers who’ve viewed the DOOH activations will be retargeted with immersive 3D audio and display ads through an advanced mobile-ad ID collection strategy. 

This super innovative approach to the media activations for this campaign has been designed to amplify the reach of P&O Cruises second series of the ‘Holiday Like Never Before' creative platform, developed in partnership with creative agency Pablo. In addition to the DOOH ads, the brand’s new TV advert will premiere on Christmas Day, plus media activations that will run across TV, BVOD, print, digital, and social media channels including YouTube and Meta, alongside P&O Cruises first-ever TikTok Ads. 

Rob Scott, VP sales, marketing and brand commented, “We are excited to be launching this innovative digital out of home activation to really bring our holidays to life and grab the attention of commuters in Bank and Waterloo. The technology will allow us to share our beautiful imagery with potential holidaymakers across multiple touchpoints, with the aim of showcasing why now is the right time to book a P&O Cruises holiday.”

Jennifer Manning, managing partner, Wavemaker UK, explained, “The ‘Holiday Like Never Before’ campaign provides the perfect platform and inspiration to create a series of super innovative DOOH media activations. Working in close collaboration with the GroupM team we’ve implemented an innovative, digital-first media strategy to ensure the P&O Cruises DOOH ad campaign is an unmissable experience. It is certain to capture the attention of cruise lovers and potential holiday goers in key geo-locations when they are in a prime purchasing mindset and as the biggest booking window of the year is fast approaching. We look forward to seeing the results it achieves”.

Wavemaker UK was responsible for the strategy, planning and buying for the campaign.

DOOH.COM was responsible for artworking & 3D Content Creation as well as integration of 1st party data from P&O, Global Weather API and production for the digital out of home DCO in conjunction with GroupM.