Looking to promote its latest Illumination Entertainment release, SING, Universal Pictures came to Limited Space looking for an innovative digital solution for its mall advertising activity.

Basing the campaign concept on a network of large format digital screens that also included audio and full screen surround wrap, Limited Space gave SING its own ‘mini cinema’ experience within the mall environment – targeting families during their leisure time when they have capacity to consume the content.


The campaign also featured a bespoke special build in the form of 3D lettering, which was attached to site at Bluewater, creating a unique impact on the surrounding environment and completing a media first for Limited Space.


The digital screen activity was supplemented by Adlifts (lift door advertising) throughout 28 of the UK’s most popular shopping centres, providing a national audience of 34 million shoppers across a two week period.

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