DOOH Campaign Reaches Fans at Shopping Malls Across the UK Including Bluewater, Arndale and the Bullring
UNITED KINGDOM — ITV, now home to The Voice UK, has launched an interactive DOOH campaign to promote the show’s brand new line-up ahead of the rebooted show’s debut on ITV. The week-long DOOH campaign features the superstar coaches, Gavin Rossdale, Jennifer Hudson, Sir Tom Jones and will.i.am, sitting in their famous red chairs with their backs facing the public. Each time a shopper passes close by the screen, content is automatically triggered: The chairs spin round to surprise shoppers and reveal the all-star cast accompanied the sound of cheering crowds. A call to action is then displayed informing shoppers to tune in to ITV, 8pm Saturdays, #TheVoiceUK.
The DOOH activation was conceived by Goodstuff and Talon, with production and interactive build by Grand Visual, using Arduino, an open-source platform, with integrated PIR sensors. The DOOH campaign is currently running across Limited Space’s large format digital network, with full audio and vinyl surround installation and supports a broader outdoor and multichannel push announcing the arrival of The Voice to screens on Saturday January 7, 2017, on ITV.
“One of our main objectives with launching The Voice on ITV was to make the campaign and all communications around the launch as innovative as possible and we think these interactive panels has done just that,” said Natasha Reddy, Marketing Manager, Entertainment and Daytime. “We’re incredibly pleased and excited about being able to give our audiences such a premium and fun experience.”
“Digital out-of-home has come a long way. With the right team and a collaborative approach, it’s never been easier to produce engaging, responsive and interactive DOOH experiences, at scale,” said Dan Dawson, Chief Creative Technology Officer at Grand Visual.
“It is always great to be part of a campaign that is designed specifically for the medium and our network. This campaign takes full advantage of the visual and audio properties of our large format, landscape digital screens and will actively connect and entertain shoppers as a result,” added Samantha Sida, co-founder of Limited Space.
Free Trend Report: Why Location Is the New Currency of Marketing
Finding effective ways to deliver branded messages in today’s complex media environment is one of the biggest challenges facing advertisers. Traditional methods of advertising have become less effective as consumers spend less time in places where marketers have traditionally had an advantage in reaching them. In addition, consumer attention has fragmented across multiple channels as media options and device platforms increasingly diversify.
Active consumers spend money, and while they are going about their daily routine, they are also actively looking for information. According to Google, more than 50% of all mobile searches have local intent, and 17% of search happens while consumers are on the go.
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. Location-based mobile and digital out-of-home media are part of a larger multiscreen ecosystem that effectively amplifies brand messages to create a deeper level of engagement with active consumers.
Why Location Is the New Currency of Marketing is aimed at CMOs, media buyers and strategists and provides insight into why marketers are increasingly shifting their advertising dollars to these rapidly emerging media platforms.
Highlights from Why Location Is the New Currency of Marketing include:
- The Connected Consumer
- Leveraging the Moment
- Multiscreen Campaign Planning
- Amplifying Reach With DOOH Media