Digital Transformation

ITV's The Voice coaches spin for shoppers in DOOH campaign

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By John McCarthy | Media editor

January 3, 2017 | 3 min read

ITV, the new home of singing competition the Voice UK (after it secured the rights ahead of the BBC), has initiated a campaign to promote the move and the rebooted format's new judge and host stable.

An interactive digital out of home (DOOH) campaign will, for the next week, feature coaches Gavin Rossdale, Jennifer Hudson, Tom Jones and Will.i.am on Ultra HD screens in shopping centres across the UK including Bluewater, Arndale and the Bullring.

ITV

The campaign in action

The coaches will sit upon their red chairs and activate each time a shopper passes close by. Aping the show's selection process, they will spin around and reveal themselves, backed by a call to action to watch the show at 8pm on Saturdays.

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Natasha Reddy, marketing manager of entertainment and daytime, ITV, said: “One of our main objectives with launching The Voice on ITV was to make the campaign and all comms around the launch as innovative as possible and we think these interactive panels have done just that. We're incredibly pleased and excited about being able to give our audiences such a premium and fun experience.”

Dan Dawson, chief creative technology officer at Grand Visual, added: “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."

The campaign comes from Goodstuff and Talon, with production and interactive build by Grand Visual. It will run across Limited Space’s large format digital network to support The Voice UK's launch Saturday 7 January.

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