ITV counts down to launch of latest drama, Trigger Point, with a live OOH clock
ITV has activated a major out-of-home (OOH) campaign by live projecting a countdown clock on to London’s County Hall to mark the launch of its latest drama, Trigger Point.
The broadcaster has worked with OOH expert Kinetic, in collaboration with Essence, DOOH.com and Pixel Artworks, to produce a countdown that is also is a nod to the show’s subject matter.
Trigger Point centers around a bomb disposal team and stars Line of Duty actor Vicky McClure alongside Adrian Lester.
ITV launches bomb disposal drama Trigger Point with London Southbank OOH projection
“To mirror the bomb squad tension and excitement that the drama portrays, we wanted to create a real sense of suspense in the form of a real-time dynamic countdown,” says Tony Pipes, executive creative director at ITV Creative. “The real-time, dynamic nature is designed to give our audience a real sense of fomo and event TV that this show truly deserves.“
London’s County Hall was selected as the key projection site, which was then supported by dynamic digital 6-sheets and digital billboards across the UK. Each site displayed a live three-day-long countdown until the drama’s debut on Sunday.
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Shahin Ejtehadi, account director at Kinetic, added: “It’s fantastic to see out-of-home deliver creativity at this kind of scale with a campaign that really captures the tension and excitement of this brilliant new drama.”