Sony has partnered with Trinity Leeds to create and immersive brand campaign which sees Sony take over all of the shopping centre’s media platforms for four days to promote its new Xperia Z smartphone.
“We have created an exclusive environment to connect brands with the right consumers when they are highly engaged and in an active shopping mode. Brand immersion gives our partners access to a unique advertising proposition and allows them to optimise every channel to create a truly impactful brand campaign,” said Sean Curtis head of business marketing & brand partnerships at Land Securities.
Part of a wider national campaign, Sony Mobile will dominate the ad space throughout the centre including JCDecaux digital 6-sheets and large-format screens. Multi-sensory creative will also run across three interactive, gesture controlled screens, motion detection cameras will track passers-by and mirror their silhouettes on the screens which will then go on to reveal new content.
The centre’s event space will also be taken over by Sony for experiential promotion of the product to shoppers, engaging with those planning their visit by harnessing the centre’s social media and mobile website.
Of the activity, Spencer Berwin, managing director at JCDecaux, commented: “The digital media space at the centre offers the ideal environment for brands, offering creative flexibility to run inspirational, content-rich campaigns that enhance the shopping and leisure experience for an increasingly connected consumer audience.”
The campaign with JCDecaux was planned and booked by PHD and Posterscope with creative work handled by Iris Worldwide and digital production by Grand Visual.