Today, a dynamic digital Out of Home (DOOH) campaign begins for UKTV’s hotly anticipated live reality show, Celebrity Haunted Mansion. The ambitious campaign highlights the show’s jeopardy, excitement and paranormal intrigue in a series of daily updates with footage delivered to 950 screens across the UK over the course of the five-day special.
The campaign features the scariest and funniest moments from the Mansion that day and as the show progresses, dynamic, creative ads will reveal who the public has voted to save, and who is still left in the running to win. Alongside video footage is the call to action to tune in live at 9pm and the show’s hashtag #CelebHaunted.
The campaign and artwork were conceived and created by UKTV Creative, with dynamic updates produced by Grand Visual, and media planning and buying by Rocket and Talon. Daily updates are managed and distributed by QDOT via the OpenLoop platform and runs across multiple digital OOH media networks. The activity supports linear, static and digital OOH and is part of a broader marketing campaign by UKTV ahead of the show’s arrival on W for five nights from tonight at 9pm.
Alasdair Weddell, Director of Network Media at UKTV said: “Digital Out of Home is the perfect platform to amplify and broadcast key moments from Celebrity Haunted Mansion to audiences on the go. Dynamic content will help to build the buzz and excitement around one of the biggest live television shows of the year.”
Dan Dawson, Chief Creative Technology Officer, Grand Visual commented: “This content led strategy makes the most of Digital OOH’s scale and flexibility and shows what the medium is capable of. What better way to engage Out of Home audiences, than with regular timely teaser footage delivered direct from the show each day.”
Kaylie Forrest, Account Manager at Talon adds: “This campaign reaffirms the dynamic use of digital OOH across the UKTV portfolio of channels, in this case showcasing programme highlights that will stimulate wider audience and media interest in the show.”
Celebrity Haunted Mansion will air for five nights from tonight, Wednesday 21st February, at 9pm on W
Creative Director: Scott Russell
Design Director: Peter Allinson
Creative Manager: Ray Dunlop
Creative: Genevieve Simms
Campaign Producer: Nina Allsopp
Design Producer: Sophie Yeoman
Off air Design: Veer Assi and Dani Liquieri
Motion Design: Harry Mitchell and Jade Dauncey
Marketing Manager, Really and W: Sarah Yeoman
Brand Manager, Really and W: Bobbie Staden
Campaign Manager: Matthew Hirschler
Account Director: Tom Coulson
Client Manager: Kaylie Forrest
Creative Director: Ric Albert
Production Director: Nadiya Abubakar
Technical Director: Keira Kaine
Producer: Camilla Engelbert