Saving Kiwis from Supermarket Chaos, One Billboard at a Time

Fresh off its win at LUMO’s 2024 Pixels Awards, Kiwi meal kit company Bargain Box by My Food Bag has officially launched the ‘Crowdometer’ campaign. This clever digital Out of Home (DOOH) initiative blends technology, creativity, and a pinch of wit to remind New Zealanders there’s a smarter, stress-free way to sort dinner.

Developed in collaboration with independent creative agency Yarn and DOOH Software & Creative Studio, Latch, the Crowdometer tackles a universal Kiwi pain point: the stress of supermarket shopping.

LUMO's digital billboards display live updates of supermarket crowd levels, offering shoppers en route a timely reminder to skip the chaos and opt for fresh, pre-portioned meal kits delivered to their door. Using real-time Google Maps data and proximity targeting, the Crowdometer triggers Dynamic Creative Optimisation (DCO) when supermarkets are busiest.