Winter is finally here; but JCDecaux, Foxtel and Mindshare are ready.
JCDecaux has partnered with Foxtel and Mindshare to create its largest ever national out-of-home (OOH) interactive campaign which runs across its Digital Citylights, Citylights, StreetTalk and large format panels.
As part of the campaign and to keep fans on their toes, JCDecaux has also incorporated sensor technology into the panels.
As the motion of a passer-by is detected, JCDecaux’s sensor activates a motion animation that reveals the face of the Night King emerging from the icy depths.
The Night King will also feature in JCDecaux’s ‘Liquid Motion’ animations on pedestrian-only Digital Citylights panels throughout the Sydney, Melbourne and Brisbane CBDs, as well as large format digital screens in busy transit environments.
JCDecaux head of creative solutions Alan Klein says: “This is another exciting first for us with a large-scale interactive campaign.
“The eerie reveal of the Night King is sure to catch people’s attention and is the perfect opportunity to showcase our Proximity Sensor technology,” he adds.
Digital Citylights panels will be used in combination with static CityLights panels and StreetTalk digital and panels in urban and suburban areas.
Foxtel director of brand and marketing Rob Farmer says: “Winter is finally here and the team has gone to town bringing to life the chilling Thrones experience using the latest tech from JCDecaux.”
The campaign will run into August across Australia.
Mindshare client lead Martin Newman says: “We had the opportunity to engage our audience with world class content and JCDecaux’s innovate solutions brought the Game of Thrones brand to life in a way that speaks volumes to the quality of both the content and the format. It was a natural fit.”