ITV billboard melts in real-time to promote natural history show
The huge out-of-home activation features a thawing billboard.
ITVX has created a 'thawing' billboard / ITVX
‘A Year on Planet Earth’ is the first natural history documentary to feature on the newly launched ITVX and promotion for the show has got off to a chilly start. A frozen billboard encased in ice will gradually thaw to reveal a luscious spring scene, to the surprise of locals, as part of the marketing push for the show.
Tony Pipes, executive creative director at ITVC, explained: “What struck us working on the campaign, was the constant and magical transition within nature that the changing seasons bring. We wanted to capture such a moment, and the billboard felt like a great way to showcase this, and in so doing demonstrate the ever-fresh content that ITVX offers.”
Further out-of-home activations will use data from the Met Office to dynamically trigger location-specific creative on roadside digital six-sheets.
Meanwhile, there will be additional digital billboards placed around various cities that show snippets from the show, as well as a Liverpool Lime Street Station ‘takeover’ that will feature see vinyl wraps throughout the station concourse and platforms.
Planning was done by ITV’s media agency Essence, creative came from ITV’s in-house team, with digital activations completed by Kinetic, DOOH.com and Ambient
Shahin Ejtehadi, account director at Kinetic added: “A Year on Planet Earth is a landmark series and I’m delighted we have delivered a campaign to match. Not only will it raise awareness of the series with a huge audience thanks to out of home’s national reach, but the weather-triggered creative showcases how smart use of relevant data can elevate a campaign and get cut through with audiences of any age,
“At the same time full motion digital screens will bring home just how jaw-dropping A Year on Planet Earth is. To top it all the takeover at Liverpool Lime Street and the ground-breaking frozen billboard in Westfield London will be just like the show itself – absolutely unmissable.”
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