Stacey Knight Director of Blue

ABOUT

Talkable moments both face-to-face and in the social world. Last year we at JCDecaux Blue created for Lurpak (Live cookery to Outdoor screen by celebrity chefs) the Audi Dashboard (a BBH-created live integrated campaign of branded content). This year I took it to a new level with the Jurassic World launch at London Waterloo station. In a winner takes all pitch against Twitter, Facebook, ITV, Sky, Global and the other media heavyweights, JCDecaux’s vision for the launch of the film was chosen by MediaCom and Universal Pictures. Turning London Waterloo into Jurassic World and create an experience that would be the talk of not just the 2 million commuters but their friends, social friends and the media. Crates arrived on Friday night in the middle of the station with danger signs on. Scratching sounds from the crates and wardens and guards added to the drama. Over the weekend the station was transformed by a team of 100 installers. Stephen Spielberg approved the creative. Wraps, banners, movie trailers synched to sound on mobiles, a Jurassic Trader’s store sold merchandise and cinema tickets and 4 velociraptors that had escaped from the cages and were loose in Waterloo. Thousands of selfies in the first morning were posted to social media which trended in London by 8.50am. ITV’s Andi Peters presented live from the station. Park Rangers handed out park maps. It was Jurassic world brought to life.
It was also the best opening box office weekend of 2015 with £19.26m sales - beating Avengers: Age Of Ultron at £18.26m. Jurassic World accounted for 76% of all UK cinema-goers during the opening weekend. Interaction with the Jurassic World experience was record-breaking too. The benchmark for the engagement in this highly engaging sector is pretty high and this campaign beat it alot (and some!)

MADEIT CREDITS

  • Universal PicturesClient
Annual 2016 ShortlistJurassic WorldExperiential Annual 2016 JudgeOOH

Jurassic World

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