PHD, part of Omnicom Media Group, has partnered with Clear Channel and parenting publisher ChannelMum.com to promote Nick Jr. fantasy animated show Shimmer and Shine on digital OOH formats.
The two week long campaign will see 9 different pieces of ChannelMum influencer content run on Clear Channel digital screens in shopping malls across the UK. The campaign features leading mum influencers performing the iconic Shimmer and Shine ‘Genie Dance’ from the show with their kids in content designed to reflect the programme’s content and style. Content will be region specific, tailored to feature local ‘mum influencers’ that will resonate with the intended audience.
Sarah Harte, media director, PHD said: “This partnership has allowed us to use digital OOH as a social screen to capture the playful essence of Shimmer & Shine in a unique way – inviting ChannelMum’s network of mums to take on the genie dance has put families having fun together at the heart of our OOH campaign.”
Louise Stubbings, Clear Channel creative director added: “It’s great to be able to amplify this engaging influencer content across our digital screens, uniting the mobile and OOH experience for Nick Jnr’s target mums. Personally, I’m really looking forward to seeing impromptu dance offs in front of our digital screens!”
PHD employs over 300 across two offices in the UK, working with a range of clients including HSBC, Warner Bros. and Volkswagen Group