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Future of TV The Drum Awards Out Of Home

How giant lips helped Virgin Media sell a streaming service


By Awards Analyst, writer

December 6, 2022 | 4 min read

Virgin Media O2/Audience won at The Drum Awards for Experience 2022 in the product launch/relaunch experience category for a world-first out-of-home 4D billboard experience. Here, we find out what got our judges smacking their lips...

Virgin Media

That time Virgin Media locked lips with Londoners to sell its streaming service

Virgin Media stepped into a new dimension for the launch of its new 'Stream' product with what is billed as the first multi-sensory 4D billboard employing lip-syncing technology.

Harnessing hidden cameras to capture the mouth movements of a presenter in real-time the uncanny experience gave Londoners their first taste of the new streaming service.

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The brief

Keen to find a new angle to promote another streaming service in a crowded field Virgin Media turned to Audience to consolidate its position in the connected entertainment sector.

Championing the all-under-one-roof appeal of drawing TV, video apps and streaming subscriptions together the launch centered on television coming to life courtesy of music artist MC Neat who mouthed off for the cameras.

Going one better than 3D the billboard does more than reach out to you but also slaps you around the head with a variety of sensory stimuli.

Hear what the winners had to say about their award-winning work above.

The idea

Harnessing facial recognition tech an outsize pair of red lips accosted members of the public at London's Kings Cross Square, triggering delight and bemusement in equal measure as high-pressure air cannons activated when the disembodied mouth uttered the words 'Paying your subscription is a breeze.'

Directly addressing passersby via the multi-sensory screen MC Neat was able to elicit emotions from the public by addressing them directly, sparking shock, delight and consternation.

Built-in lighting effects enhanced statements such as 'Stream is going to light up your TV' and high-powered motors would kick into gear as the screen blared 'We're shaking up TV!'

The results

The one-day installation outperformed expectations with the volume of QR code scans exceeding predictions by close to 400%. Social activity also turbocharged leads with a combined audience of over 1m catching videos from the square.

Extensive media coverage was generated by the activity with reports featuring in Campaign, Famous Campaigns, Mobile Marketing Magazine, Daily Star, Telecompaper and of course The Drum.

This campaign was a winner at The Drum Awards for Experience in 2022. The Drum Awards for Marketing are currently open for entry. Find out how you can enter now.

Future of TV The Drum Awards Out Of Home

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