Experiential Campaign Syncs Audio Between Commuter’s Mobile Devices and Waterloo Station DOOH Screens
UNITED KINGDOM — Universal Pictures and JCDecaux have transformed London’s Waterloo station into a Jurassic World theme park to promote the film’s upcoming release on June 11. This experiential campaign dominates every location within the station and provides a unique viewing experience by utilizing a new audio synchronization product called Beakle, developed by BBH London, to enhance the viewer’s digital out-of-home (DOOH) screen experience.
The public is encouraged to connect to the campaign’s audio content using their smartphones via a URL displayed on the station’s DOOH screens. Commuters waiting for their trains can then watch and listen to the Jurassic World film trailer being displayed on the screens, located by the departure boards. Beakle is also being used to deliver an audio guide for a dinosaur museum gallery located on the station’s mezzanine level.
Waterloo’s concourse also showcases life-size 3D models of the movie’s star raptors: Blue, Delta, Echo and Charlie, forming an impressive centerpiece that also projects sounds. As part of the teaser campaign, an unbranded, giant, metal crate was deployed on the station concourse the weekend leading to the launch, which engaged audiences with ominous noises. The raptors appear to have broken out of this crate in the sequence they are currently positioned in. In a separate experiential element, a retail unit on the concourse will also invite commuters to buy associated merchandise and Jurassic World Odeon tickets.
“We wanted to deliver a truly unique outdoor campaign that would bring Jurassic World to life for everyone, creating excitement while driving anticipation and ticket sales for the film’s release. Working in partnership with JCDecaux enabled us to capitalize on the multitude of innovative and state-of-the-art digital outdoor advertising platforms allowing us to have continual OOH presence with Jurassic World during our campaign as well as providing the nation’s busiest rail station with a truly immersive and one-of-a-kind experience that could be enjoyed by all,” said Karen Charalambous, Universal Pictures’ UK Marketing Director.
Station announcements also welcome commuters arriving by train to Jurassic World Waterloo, and banners and other floor media completely immerse the station in Jurassic World branding. Universal Pictures’ campaign is so extensive that ambassadors dressed as park rangers hand out detailed maps of Waterloo, so commuters can experience Jurassic World at Waterloo to the fullest. The campaign was planned and booked by MediaCom and Kinetic.
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.