Inside Paramount’s ‘Mountain of Entertainment’ launch
Paramount, Wavemaker, NCA and Premier all contributed to The Drum Awards for Out of Home 2022's winner of the Best Interconnected OOH Format with a full takeover of London that made clever use of several mediums to launch a new streaming service.
Inside Paramount's 'Mountain of Entertainment' launch
With the streaming market already heavily populated by well-established players, the launch of Paramount+ in the UK needed to be unmissable. It launched an out-of-home (OOH) campaign to showcase what it has to offer.
It looked to create surprising, authentic moments in real life with one-oﬀ takeovers of the London Eye and 3D activation at Piccadilly Circus.
These executions worked in tandem with a host of classic and DOOH formats to help them compete with Netﬂix, Disney+ and Amazon Prime. It wanted the OOH to make Paramount+ famous, inform audiences of the best content, and generate buzz around the Halo show.
It branded the London Eye blue and projected the Paramount logo into its center, a project managed by Kinetic and delivered in partnership with Pixel Artworks. Alongside this, London’s West End so buses and taxis wrapped, passing by taxis, bespoke installations and fan events. The centerpiece was its takeover of the Piccadilly Lights with a giant 3D Master Chief, from the exclusive Halo series above a pop-up shop.
The campaign landed on June 22, Paramount+ landed in the UK.