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Creative Entertainment Marketing: Movies, TV, Music and Gaming Case Study

Sony: behind-the-scenes of Waterloo's immersive Ghostbusters campaign

September 15, 2017 | 3 min read

Sony reveals how it made this highly commended campaign, for immersive/ ambient category at the 2016 Creative Out Of Home Awards. We discuss with JCDecaux, Feref, MGOMD and Talon, on how they created such an eye catching phenomenon.

Background

Ghostbusters Waterloo was undoubtedly the biggest, most shareable and spectacular launch of a blockbuster film in 2016. Not only did the campaign include a variety of global media-firsts for film advertising, but it also drew upon the true love and nostalgia that fans have for the original 1984 version.

Using the UK’s busiest station, London Waterloo (footfall of around 2 million per week), Sony, MGOMD, Talon and JCDecaux made the daily commute off the P.K.E. scale by combining physical, interactive and social elements to create a breath-taking campaign.

Ghostbusters

Strategy

Oozing, 8 metre ‘Slime Poles’ were placed around the station, and a colossal sculpture of the iconic Stay Puft Marshmallow Man could be seen smashing through the concourse floor. Commuters were encouraged to capture a picture and share on Twitter using #ghostbusterswaterloo. These pictures were then displayed across digital screens in Waterloo station, enhancing the shareable aspect of the campaign.

An immersion zone in the station’s busy commuter tunnel was completely transformed with New York vinyl wraps and atmospheric audio, including eerie snatches of sound from the Big Apple itself.

Thousands of visitors had the chance to buy ghostly goods at a pop-up Ghostbusters retail unit which was built to look like a New York Subway entrance. The retail unit was run by the world’s largest and best-known science fiction, fantasy and cult entertainment retailer Forbidden Planet. Visitors to Waterloo were also able to purchase limited edition Odeon tickets and souvenir tins from the Ghostbusters retail store between 11–24 July.

If this wasn’t already enough, business cards were also handed out by fully kitted out Ghostbusters team members encouraging commuters to call the headquarters on 0800 2229 911 and hear a message from the team. The number was also displayed on phone boxes across the UK.

Ghostbusters Campaign

Outcome

The campaign was uniquely immersive across the JCDecaux media network from start to finish; with ‘Ghostbusters box office open now’ messaging displayed across digital screens in malls and rail stations to drive early awareness.

National content displaying dynamic fake news items featuring ghostly sightings was also deployed across the UK on JCDecaux’s Digital Out-of-Home (DOOH) network and this was amplified by experiential activity within two incredibly busy sites, Birmingham Bullring and Manchester Piccadilly, using the iconic Ghostbusters car, the ECTO-1.

Sony - Immersive Interaction

If the social explosion the campaign produced wasn’t enough, it was also picked up by the press far and wide, including The Metro, The Evening Standard, TimeOut and even stretched as far as 9News Australia, ABC News and Jakarta Glove Indonesia.

And now to the figures. From 11-21 July, Ghostbusters Waterloo generated an eye-watering 52.6 million impressions. To add to this, the number of calls to the Ghostbusters hotline reached a whopping 362,882.

For more information on the Creative Out Of Home Awards visit the website here.

Creative Entertainment Marketing: Movies, TV, Music and Gaming Case Study

Content created with:

Sony

Sony Corporation is one of the leading manufacturers of electronic products. Its business also includes gaming, entertainment, and financial services.

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JCDecaux

Every day millions of people interact with JCDecaux’s digital poster advertising sites in cities across the UK.

We help brands and clients reach and influence consumers, harnessing the latest Out-of-Home technology including programmatic to drive results through the marketing funnel. From the top 30 cities to the highest-indexing shopping malls, major rail hubs, iconic roadside poster sites and leading supermarkets and airports, our Out-of-Home advertising cuts through to audiences, making omnichannel campaigns work harder and creating a seamless experience for audiences in the online and real-life world.

Unlike other forms of media, Out-of-Home is inclusive, free-to-access and can’t be adblocked or avoided. Plus, when brands spend on Out-of-Home, nearly 50% of ad revenues go back into the community, funding valuable public services such as bus shelters and the provision of on-street defibrillators.

At the core of JCDecaux’s activity is our sustainability commitment - our extra-financial performance is rated well above the media industry average by leading international bodies including: CDP, Ecovadis, MSCI, FTSE4Good and Sustainalytics.

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Manning Gottlieb OMD

OMD Worldwide is a global media communications agency. It is a subsidiary of Omnicom Group. OMD has also been acknowledged as Most Creative Media Agency by The Gunn Report for Media eleven consecutive times; Adweek Global Media Agency of the Year for 2008, 2009, 2011 and 2013; and 2002, 2005, 2009 and 2011 Media Agency of the Year by Advertising Age.

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Talon

We provide our clients with world class service, technology, and collaboration to create exceptional OOH campaigns that deliver measurable results.

In our first 10 years, our desire to offer intelligent, creative, technology-led OOH solutions and a full-service OOH offering saw us grow into a team of 300+ people - across Talon, Talon International, Grand Visual and Evolve - located in key cities across the globe.

Out of Home is changing fast, and Talon is at the forefront of that change. Re-imagining the possibilities of what outdoor can be, and doing it on a global scale. We help clients get the best out of the OOH environment, by combining independence with a collaborative approach. We promote open and transparent working relationships between many of the world’s leading agencies, advertisers and media owners.

We’re passionate about OOH and are on a mission to drive the growth of this sector within the media industry – championing OOH as a medium that is highly effective, creative, sustainable, and measurable for our clients.

Head to our website to let us show you how to start thinking outside.

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