Samsung Electronics in the UK seems to have taken ever-expanding out of home (OOH) advertising to a new level in the UK with two digital ‘posters.’
One consists of two giant LED screens on the London IMAX cinema (below) on London’s South Bank which features the new Galaxy S4 phone’s Drama Shot feature that lets you capture a number of still images of a moving object in one shot. The Ocean Outdoor site shows two moving shots on each screen.
The second is an equally humungous installation at the Westfield White City shopping centre highlighting the ‘sound and shot’ feature which lets you capture background noise alongside a still image.
Arranging such campaigns is a complicated business and this campaign through Samsung’s Cheil UK also required the efforts of IPG-owned OOH agency rapport and creative agency Hive.
Here’s Ocean’s video that shows some of the moving bits:
Samsung UK and Ireland head of brand communications Avikar Jolly says: “We are always searching for compelling ways to showcase the incredible innovation in our products. The Galaxy S4 has amazing photographic features which enable our customers to express themselves like never before. We have used the power of OOH to present these amazing features in the most creative way possible.”
As the UK ad market recovers there is growing demand for the best digital OOH sites and hence a shortage in supply. The big outdoor media owners invested heavily in these before the recession but reined in their development horns in the years from 2008 to 2012.