This is well done – an immersion zone on London’s Waterloo Station promoting the Ghostbusters remake.
The campaign broke today in the rail station, launched by Sony Pictures and run via ad-concession owner JCDecaux today.
A news release says:
The campaign activity is augmented with a variety of global media-firsts debuting at the Waterloo Station spectacular. Oozing, eight-metre ‘Slime Poles’ have been placed around the station, and a colossal sculpture of the iconic Stay Puft Marshmallow Man can be seen smashing through the concourse floor. Commuters will be encouraged to capture a picture and share on Twitter using #ghostbusterswaterloo.
An immersion zone in the station’s busy commuter tunnel has been completely transformed with New York vinyl wraps and atmospheric audio, including eerie snatches of sound from New York City.
The release notes how digital display, including the massive screen in the Waterloo main hall, are part of the effort:
The campaign has been uniquely immersive across the JCDecaux media network from start to finish; with ‘GHOSTBUSTERS BOX OFFICE NOW OPEN’ messaging displayed across digital screens in malls and rail stations to drive early awareness.
National content displaying dynamic fake news items featuring ghostly sightings has also been deployed across the UK on JCDecaux’s Digital Out-of-Home (DOOH) network and this will be amplified by experiential activity within two incredibly busy sites, Birmingham Bullring and Manchester Piccadilly, using the iconic Ghostbusters car, the ECTO-1.
The campaign concept was created, managed and executed by JCDecaux. The creative was handled by Feref and media handled by MGOMD and Talon.