ITV and Trigger Point build suspense with outdoor QR campaign

A countdown timer projected onto London’s County Hall leads viewers towards the latest TV drama, and marketers to a deeper insight into OOH campaign performance.

ITV and Kinetic, in conjunction with Essence, DOOH.com and Pixel Artworks have launched an out of home (OOH) campaign that treated Londoners to a high-profile countdown projected onto County Hall (pictured) in London’s Southbank.

The live countdown ran across multiple digital OOH sites over the weekend finishing with the start of the new TV new drama Trigger Point produced by Bodyguard and Line of Duty creator Jed Mercurio.

Tony Pipes, Executive Creative Director, ITV Creative, comments: "To mirror the bomb squad tension and excitement that the drama portrays, we wanted to create a real sense of suspense in the form of a real-time dynamic countdown.”

QR codes leave a trail

The ITV Creative team worked with Kinetic and Pixel Artworks on the live countdown timer on County Hall which ran until 9pm Sunday evening when the drama went live. Once the countdown hit 9pm, a QR code (see below) could be scanned to watch Trigger Point on ITV Hub.

Not only does the campaign get viewers physically involved in tracing the code to the ITV hub, but the QR codes directly measure the success of the campaign and its engaged visitors.

The execution at County Hall is supported by dynamic digital 6-sheets and digital billboards nationally. With content delivered by DOOH.com, these sites displayed a live three day-long countdown (starting last Friday) until the drama’s debut.

Pipes continues: “This will run on air, in all our comms, OOH and most dramatically in our Southbank projection. The real-time, dynamic nature is designed to give our audience a real sense of FOMO and event TV that this show truly deserves."

“It’s fantastic to see out of home deliver creativity at this kind of scale with a campaign that really captures the tension and excitement of this brilliant new drama,” says Shahin Ejtehadi, Account Director, Kinetic.


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