Warner Bros, partnering with PHD, collaborated with Kinetic and JCDecaux UK and devised an interactive visual and audio OOH campaign to celebrate the highly anticipated release of Warner Bros’ horror film The Conjuring 2.
The campaign, which launched on the 6th June and ran until June 19th across four high profile JCDecaux sites, employed a 6-sheet bus shelter site which invited consumers to look through a peep hole in the poster creative, behind which a digital screen displayed a shocking ten-second trailer showcasing the scariest moments from the horror sequel.
The innovative special builds, based in London and Manchester, used audio to enhance the experience and also included The Conjuring 2 creative as a vinyl wrap to create a fully branded zone. A film crew caught consumers’ reactions as they viewed the scary video and shared the best clips across social media.
Alex Taborda, Media Group Manager at PHD, said:“It is a brilliant use of Outdoor, and perfectly reflects the appeal of this style of film – that something as comforting and mundane as the home could in fact be housing malevolent forces. It will only add to the buzz around what we hope to be the horror event of the year.”
Sam O’Connell, Head of Projects & Operations, Kinetic UK, said:“The Conjuring was one of the biggest horror hits of recent years, taking in £318 million at the worldwide box office, so we wanted to work with Warner Bros on something extra special to add to the excitement of the sequel’s release.
“These stand out special builds will create intrigue and allow consumers to engage with creative and content. The exciting and unique creative will be a real talking point on the streets of London and Manchester and has real shareability across social media.”
Steven Dennison, Head of Creative Solutions, JCDecaux UK, said:“This special build campaign for Warner Bros provides a brilliant platform to get consumers engaged. The bus shelters are a fun and interactive way to create some excitement around the upcoming sequel. This is yet another example as to how OOH can amplify your film! ”
Supernatural horror movie The Conjuring 2, based on true events, hit UK cinemas on June 13 2016.
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