Stream in 4D: A World-First OOH Billboard Experience


Client: Virgin Media O2

The future of viewing is here. We were briefed to deliver a fame-driving activation for Virgin Media’s (VMs) new product ‘Stream’ that linked to their ATL launch campaign ‘Hyped’. To consolidate VM’s role as a disruptive leader in the connected entertainment industry, we were told to be innovative with the goal to generate fame, shareable content and earned media.

Building on the ATL idea, we delivered the world’s first multi-sensory OOH (Out Of Home) 4D billboard experience where the ATL ‘Hyped’ mouth appears to burst from the screen. Using automated lip-syncing technology (with the help of hidden cameras) our presenter, MC Neat, was able to interact in real-time with passers-by, whilst his mouth movements were seamlessly synced, live on screen. This day-long ‘WOW’ moment at Kings Cross Square included powerful environmental disturbances, such as high-pressure velocity air cannons that triggered when “Paying your subscription is a breeze” was uttered… By going 4D, we brought together the proven traditional OOH billboard techniques and embellished them with hype-worthy elements, amplifying the ATL in a ground-breaking world first. On the day, we almost doubled our number of forecast visitors to the viewing platform and smashed our predicted number of QR code scans (taking consumers to the VM homepage) by nearly 400%. As a result, our hype activation was directly responsible for lead generation with consumers. Social reach was huge, with over 1M combined video views. Noteworthy pieces of coverage include Campaign, The Drum, Famous Campaigns, Mobile Marketing Magazine, Telecompaper, and Daily Star.