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ITV, home to The Voice UK, ran 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 featured superstar coaches Gavin Rossdale, Jennifer Hudson, Sir Tom Jones and will,I,am who surprised shoppers passing by large-format, Ultra HD screens in shopping centres across the UK including Bluewater, Arndale and the Bullring.

The campaign featured the coaches sitting in their famous red chairs with their backs facing the public. Each time a shopper passed close by the content triggered and the chairs spun round to reveal the all-star cast accompanied by claps and crowd cheers and the call to action to tune in to ITV, 8pm Saturdays, #TheVoiceUK.

The DOOH activation was conceived by Goodstuff and Talon, with production and interactive build by Grand Visual, using a bespoke arduino tech solution with integrated PIR sensors. The campaign ran across Limited Space’s large format digital network, with full audio and vinyl surround installation and supported a broader outdoor and multichannel push announcing the arrival of The Voice to screens on Saturday January 7, 2017, on ITV.

Natasha Reddy, Marketing Manager - Entertainment and Daytime, ITV, commented:
“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.”

Dan Dawson, Chief Creative Technology Officer at Grand Visual commented: “Digital Out of Home has come a long way. With the right team and a collaborative approach, it’s never been easier to produce engaging, responsive and interactive DOOH experiences - at scale.”

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 took full advantage of the visual and audio properties of our large format, landscape digital screens and, as a result, actively connected and entertained shoppers.”