Hawkins arrived in London’s Shoreditch with a creepy experiential out-of-home campaign as part of O2’s ongoing offer of free Netflix to customers. Media owner Primesight’s flagship Old Street ‘domination’ billboards play host to the campaign which will run from July 30th to August 12th.
As part of the Shoreditch build, Primesight’s three billboards and the area surrounding them will feature a giant monsters’ hand coming out of the ground, pumpkins scattered on the ground and the Stranger Things’ children’s bikes which pedestrians can hop on to take pictures with friends and family. The on-site security will also be dressed as the sheriff from the popular show to bring the experience to life and make passer-by feel like they are part of the upside-down world. Brought together by the Primesight, Havas Media and AdCity, the campaign runs across the digital network with the Old Street site at the heart.
O2 isn’t shy of special campaigns, having launched its "Oops" campaign last year with Primesight, featuring ‘broken’ out of home screens to represent a smashed phone screen to vouch that it will replace the broken screens of new mobile customers.
Primesight recently took over from the Old Street billboards. The media owner worked with O2 to provide consultancy and advice on what the special build should be and how to execute it, as well as coordinating the construction.
Charlotte Szucs, Account Director at Primesight said: “We love working with O2 as they like to push the boundaries of traditional out-of-home. When we were given this opportunity, we jumped at the chance to be part of the campaign. Special builds are great at creating interaction between brand and consumer and the Old Street site provides a brilliant opportunity to generate that engagement. O2 has been a great partner and we look forward to working on more projects like this in future.”