Winning bronze in the Commercial category at our 2024 Digital Creative Competition, Wasabi showcased the truly sustainable side of DOOH with ‘No Time to Waste’, in a campaign which worked beyond the screens. 

the cHALLENGE

Wasabi wanted to reduce unnecessary food waste in the 30 minutes before their stores closed to stay true to their claim that ‘no sushi is ever served beyond the day it’s made’. They needed to be live at peak footfall times to target commuters in London and Leeds. 

the SOLUTION

On The Screen @ High Street Kensington and The Screen @ Trinity Leeds, Wasabi used Ocean React and dynamic scheduling to create a countdown to store closing times with a ‘No Time to Waste’ message displayed, along with a current discount offer. Hungry commuters were pushed to act fast and grab a tasty meal during the final 30-minute window at the end of the day, when food was discounted. 

With the two screens strategically chosen, being in close proximity to Wasabi stores in London and Leeds, audiences could see the discount offer and time remaining on the screen, then head to store and purchase a cheaper meal within minutes. It was a win for commuters and the environment, and a perfect example of blending high evening footfall with live retail data to deliver instant relevance and drive real time sales. 

Outcomes

• Over 417,000 impacts over the three-day campaign* 

• “The campaign proved OOH is the perfect format to showcase our interactive ideas.” Paloma Baraja, Marketing Manager at Wasabi
  
  
  

*Playbook, 2025