ITV – The Voice
Looking to generate as much awareness as possible for its latest show launch, ITV needed an innovative way of capturing the attention of audiences across the UK.
Working alongside ITV’s media agency Goodstuff and OOH specialist Talon, with production and interactive build by Grand Visual, mall media specialists Limited Space delivered a interactive digital Out-Of-Home (DOOH) campaign that set out to make stars of the general public by digitally placing them on stage in front of the shows panel of superstar coaches.
Using Limited Space’s large format digital screens as the basis for activity, a bespoke motion-sensor campaign concept was delivered that would see footage of the coaches swivelling in their chairs, complete with full audio of the button and a cheering crowd, triggered when shoppers passed by, creating an instant impact upon unsuspecting audiences.
Running across a network of screens that covered 6 of the UK’s most popular shopping destinations including Bluewater, Bullring and Manchester Arndale, the activity provided ITV with an audience of over seven million shoppers throughout a two-week period – having seen the length of the campaign extended from an initial week basis due to the success of the activity.
The campaign delivered beyond expectations in terms of interactions. A target of 37,440 interactions per week was set based upon mall footfall figures and the average flow of traffic past the screen units. In its first week, the screen recorded a total of 40,588 interactions whilst the second week delivered 40,533 interactions – giving an average of 40,561 interactions per week – an 8% increase above original expectations.