A popping campaign to launch ITVX

An outdoor special build was created by Kinetic, ITV Creative and Taylor Herring, taking the form of a popcorn dispensing billboard at Victoria station in London, coinciding with the launch of ITV's new streaming platform.

Entertainment-hungry commuters grabbed a free bucket of popcorn from 8 to 10 December, while watching ITVX content on giant screens.

The multi-sensory billboard, which emitted the smell of fresh popcorn, dispensed popcorn by spinning the ITVX logo.

ITVX bus wraps, complete with its logo in LED lights, can be seen in major cities across the UK, as well as advertising across digital OOH formats.

ITV’s marketing team has identified 'mainstreamers' as the campaign's target audience. Jane Stiller, chief marketing officer at ITV, described this group as people who are “warm” to ITV and “increasingly consuming content through streaming”.