London, 5th October 2020 – The BBC is launching a new augmented reality out-of-home experience to celebrate its BBC Sounds offering.
The push was developed by BBC Creative in partnership with media agency Havas Media Manchester, out-of-home specialists Talon Outdoor, digital out-of-home production company Grand Visual and media owner JC Decaux.
In order to build an understanding and love of BBC Sounds and help make it the go-to audio app amongst 16 to 34-year-olds, the BBC has created a bespoke augmented reality bus shelter installation to celebrate the BBC Sounds brand offering of Music, Radio and Podcasts.
Static six-sheets on the exterior of the shelter, which is located in Manchester’s Piccadilly Gardens, invite people to come inside and try out the augmented reality experience. The digital screens inside the shelter are triggered by the presence of people, ‘morphing’ audiences using different filters to illustrate how Music, Radio and Podcasts have the power to make you feel moved. The changing visuals are accompanied by audio content from the three offerings.
The augmented reality technology used enables people to interact with the installation in a Covid-safe way, with no touch required. It has also been tested to ensure the recognition element still works when passers-by are wearing face masks.
Andrea Taylor, Media Portfolio Lead, BBC Sounds, said: “If sound is the most powerful sense, our ambition with this activation is to release that power on our audience. In every asset, every emotion and every interaction we create, we want to move people by the power of BBC Sounds.”
Lucy Barnes, Strategy Partner, Havas Media Manchester, said: “We know the people we’re trying to reach want authentic experiences, so with this campaign we needed to ‘show not tell’ why BBC Sounds is relevant to them. We are presenting the power of BBC Sounds to them in their moments of need, on their commute or their way home, with an immersive, reactive and personalised experience that should help make Sounds their audio app of choice.”
Nadiya Abubakar, Production Director, Grand Visual, added: “Using interactive digital OOH is a great way to really engage with the audience and a create memorable experience. This campaign with BBC really demonstrates how clever use of technology combined with eye-catching creative really brought the BBC Sounds experience to life.”