1. Brief
Announce the show’s new home on ITV with an interactive digital OOH stunt.
2. Response
An interactive digital OOH campaign to promote the show’s brand new coaching line-up ahead of its debut on ITV. The week-long campaign domination featured superstar coaches Gavin Rossdale, Jennifer Hudson, Sir Tom Jones and will.i.am who surprised shoppers passing by large-format screens in shopping centres across the UK. The campaign features the coaches sitting in their famous red chairs with their backs facing the public. Each time a shopper passes close by the content is triggered and the chairs spin round to reveal the all-star cast accompanied by claps and crowd cheers and the call to action to tune into ITV, 8pm Saturdays, #TheVoiceUK.
3. Results
Thousands of people nationwide were entertained by the installations and encouraged to tune in to the show. Hailed as one of the most innovative things ITV marketing have done in digital OOH.