Sky’s new Digital Out-of-Home (DOOH) Augmented Reality (AR) campaign launched this October, with JCDecaux, to promote its next-generation TV platform, Sky Q. The campaign invited commuters to interact with characters from Sky Q’s latest shows at London Waterloo.

The display used an AR live stand linked to JCDecaux’s Motion@Waterloo screen to demonstrate the live benefits of Sky Q through an interactive screen experience for commuters. The content was then displayed prominently in the station, which has a weekly footfall of 2.2 million.

To bring to life Sky Q’s new voice control functionality, Sky created a DOOH AR experience to ‘summon a character’ from great shows and movies to join consumers in Waterloo station.  Passers-by were invited into the experiential space where they could search for one of five pieces of content using Sky Q’s Voice control functionality on the Sky Q touch remote.  Well-known characters including SpongeBob Squarepants, SPIDER-MAN and LEGO batman, would then join the commuter within the space and interacting with them while they posed for a photo. Commuters were then sent their snap via email and encouraged to share it on social media using the hashtag #skyvoicecontrol.

The campaign, planned and booked by Brothers & Sisters, Grand Visual, The Promotions Factory and Rapport, ran from Monday 23rd October to Friday 27th October.