ITV, now home to The Voice UK, is kicking-off an interactive DOOH campaign to promote the show’s brand new coaching line-up ahead of the rebooted show’s debut on ITV. The week-long campaign domination features coaches Gavin Rossdale, Jennifer Hudson, Sir Tom Jones and will.i.am, who have been surprising shoppers passing by large-format, Ultra HD screens in shopping centres across the UK including Bluewater, Arndale and the Bullring. The campaign features the coaches sitting in their famous (or infamous depending on your personal preferences) red chairs with their backs facing the public. Each time a shopper passes close by the content is triggered and the chairs spin round to reveal the all-star cast accompanied by claps and crowd cheers.
The DOOH activation was conceived by Goodstuff and Talon, with production and interactive built by Grand Visual using a bespoke “arduino” tech solution with integrated PIR sensors. The campaign runs across Limited Space’s large format digital network, with full audio and vinyl surround installation and supports a broader outdoor and multichannel push announcing the arrival of The Voice to screens this Saturday (January 7) on ITV. The Voice will be sponsored by Domino's and feature animated idents created by Iris. Each of the five series shown on the BBC has attracted an average audience of between 6.5 million and 8.5 million viewers. The most recent series, however, saw a 24% dip in viewer numbers from the previous year. Meanwhile, ITV's The X Factor saw audiences decline again last year to a new low of seven million for the show's final in December, down 15% on the previous year.
Natasha Reddy, Marketing Manager at ITV, said: “One of our main objectives with launching The Voice on ITV was to make the campaign and all comms around the launch as innovative as possible and we think these interactive panels have done just that. We’re incredibly pleased and excited about being able to give our audiences such a premium and fun experience.” Samantha Sida, Co-founder of Limited Space, added: “It is always great to be part of a campaign that is designed specifically for the medium and our network. This campaign takes full advantage of the visual and audio properties of our large format, landscape digital screens and will actively connect and entertain shoppers as a result.”