ITV's The Voice coaches spin for shoppers in DOOH campaign
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.
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.
The latest marketing news and insights straight to your inbox.
Get the best of The Drum by choosing from a series of great email briefings, whether that’s daily news, weekly recaps or deep dives into media or creativity.Sign up
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.