DOOH Ad Features Scary Moments From The Conjuring 2 at London and Manchester Bus Shelters
UNITED KINGDOM — Warner Brothers has launched a DOOH ad campaign designed to send chills up the spine of horror fans. Travelers waiting at four bus shelters across London and Manchester are coaxed into viewing a 10-second trailer for the upcoming release of The Conjuring 2, a new supernatural thriller opening across the UK on June 13, which is based on true events that took place in a home in North London.
Patrick Wilson and Vera Farmiga reprise their roles as paranormal investigators as authors Ed and Lorraine Warren, who travel to England to investigate poltergeist activity at a council house in Enfield.
Warner Brothers’s campaign makes use of a DOOH screen and audio to capture people’s interest and encourage them to view a scene from the film by looking through a peep hole strategically placed at eye-level in the poster’s creative. They then witness a shocking trailer showcasing the scariest moments from the upcoming horror sequel. The campaign is also making use of a film crew to catch consumers’ reactions as they view the scary video and share the best clips across social media.
“The Conjuring was one of the biggest horror hits of recent years, taking in £318 million at the worldwide box office, so we wanted to work with Warner Brothers on something extra special to add to the excitement of the sequel’s release,” said Sam O’Connell, Head of Projects & Operations, Kinetic Active UK. “These stand out special builds will create intrigue and allow consumers to engage with creative and content. The exciting and unique creative will be a real talking point on the streets of London and Manchester and has real shareability across social media.”
The DOOH ad campaign was developed and planned by PHD and Kinetic and will run until June 19th. The interactive posters are part of a wider OOH campaign, which includes large format outdoor sites and underground advertising.
“It is a brilliant use of outdoor, and perfectly reflects the appeal of this style of film, that something as comforting and mundane as the home could in fact be housing malevolent forces. It will only add to the buzz around what we hope to be the horror event of the year,” said Alex Taborda, PHD Media Group Manager.
Free Online Tools for Media Buyers and Planners
The DOOH Ad Network Locator is a free online resource designed to help media buyers, planner and brand strategists identify place-based digital out-of-home advertising networks by location, venue type, demographics and reach. There are more than 160 advertising-based networks organized by country that include Australia, Canada, United States and the UK. The United States is organized by venue type as it has the broadest range of venue categories, with the greatest number of ad-based networks operating within each category.
Digital Out-of-Home (DOOH) advertising, also known as Digital Place Based (DPB) media, utilizes strategically placed, networked digital signage displays to reach on-the-go consumers while they are outside of their home with highly targeted messages. Digital out-of-home screens can be found in locations that include transportation hubs such as airports, railway and bus terminals; executive networks in office-building lobbies and elevators. Other venues include shopping malls, gas stations, fast-casual restaurants, fitness centers, hotels and more.