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How ITV blew up out of home with its Trigger Point projection


By Awards Analyst, writer

December 6, 2022 | 6 min read

Essence, Kinetic, Pixel Artworks, and ITV Creative at The Drum Awards for Out of Home 2022 won the Cross Channel Campaign category with its work ’Trigger Point – Let The Countdown Begin’.


How ITV blew up out of home with its Trigger Point projection

The brief

ITV launched its new crime thriller series, Trigger Point, with the aim of becoming ITV’s most watched and talked about Drama of the year. With a campaign focused on building excitement and tension using relevant dynamic creative, OOH was able to deliver explosive results.

Mirroring the bomb squad tension and excitement of the drama, the team wanted to create a real sense of suspense in the form of a real-time dynamic countdown. It did this in spectacular style too; running on air, in all wider comms, OOH and most dramatically in a projection on London’s County Hall.

The idea

The national OOH campaign delivered key artwork via dynamic digital 6-sheets and digital billboards. As part of the creative, these sites displayed a live three-day-long countdown until the drama’s debut at 9 pm. This same creative countdown was used to power the dynamic element of a projection on London’s County Hall, utilizing the same assets across multiple formats and environments. This integrated seamlessly with the rest of the campaign, with countdowns appearing on social media and ITV’s own channels.

The DOOH activity was aimed at Future Embracers demographics to maximize relevance and incremental reach. In the run-up to the first episode, the OOH was up weighted across rail D6s, Underground D6s and large format digital, positioning Trigger Point as the unmissable, must-see TV event of the weekend.

The countdown in the style of a bomb ticker projected onto the iconic County Hall was the final element of the OOH campaign. From 6 pm on launch night, key creative flicked between credits, the main character still images and the dynamic countdown clock leading up to the 9pm start time. Adding to the drama, the projection also integrated a QR code which – before 9pm – linked to a ‘Coming Soon’ page on ITV’s website, and – after 9pm – linked to the ITV Hub homepage until 11pm so audiences could watch the first episode of Trigger Point as they journeyed home.

ITV developed a social plan across Twitter, Facebook and Instagram with long and short-form content, including the announcement, bloopers and behind-the-scenes footage to excite and remind people of episodes and bring viewers back to ITV and ITV Hub after the series launch.

It partnered with Global, working with multiple titles including Capital and Heart to reach a broad and family-oriented audience. The conversational nature of the on-air hosts delivering the messages helped fuel the buzz and the show's talkability and competition created excitement.

Finally, as well as ITV’s own promotion of the show, the team created a high-impact CTV plan for a targeted audience, snaring 100% share of voice on launch day and bringing people back to the show over the preceding weeks.

The results

Trigger Point became ITV’s most talked about and watched Drama of the year and generated a social buzz like no other. The OOH activity delivered 35 million impacts over the two-week period. There were also

City Hall’s countdown clock trended in industry press for the day taking it to a far wider audience than just those in the area 22.5k #TriggerPoint Mentions, 15.6m Impressions on Twitter with a CTR of 2.3% and 10,492 Twitter Like to Remind Opt-Ins.

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This campaign was a winner at The Drum Awards for Out of Home 2022. You can see all the winners here. The Drum Awards for Marketing are currently open for entry. Find out how you can enter now.

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