World-First: London Waterloo Station is Transformed into JURASSIC WORLD
Universal Pictures deployed a world-first Out-of-Home campaign with JCDecaux, the UK’s leading Outdoor advertising company, which transformed London Waterloo into the JURASSIC WORLD theme park in the lead-up to the movie’s release. The one-of-a-kind campaign dominated every Outdoor advertising location in the key commuter hub and included a range of premium media firsts. Jurassic World, the long-awaited next installment of Steven Spielberg’s groundbreaking Jurassic Park series from Universal Pictures and Amblin Entertainment was released on 11th June.
Waterloo commuters in the peak-hour tunnel ‘immersion zone’ were the first to experience ambient sounds (a media first) in combination with immersive visuals as they walked through scenes, such as: raptors in a jungle, a creek with a canoe and a prehistoric underwater show.
In a global media first, the campaign brought audio to Digital Out-of-Home screens with Beakle – JCDecaux and Bartle Bogle Hegarty’s new audio synchronisation product. The public connected to the sound content with their smartphones via a URL Beakle landing page, which was be displayed on the digital screens. Commuters waiting for their trains had the opportunity to watch and listen to the Jurassic World featurettes being displayed on Transvision screens, located by the departure boards. This technology was also be used to deliver the audio guide for the dinosaur museum gallery located on the mezzanine level.
Utilising the experiential spaces on the concourse, identical, life-size 3D models of the movie’s raptors: Blue, Delta, Echo and Charlie, formed an impressive centrepiece that projected sounds. As part of a teaser campaign, an unbranded, giant, metal crate was deployed on the station concourse on the weekend leading to the launch, which engaged audiences with ominous noises. On Monday 8th, the raptors appeared to have broken out of this crate. In a separate experiential element, a retail unit on the concourse invited commuters to buy associated merchandise and Jurassic World Odeon tickets.
In another media first, vinyl wraps framed Motion@Waterloo – the UK’s largest indoor advertising screen - making the high-impact space stretch to a spectacular 53.5m x 3.5m. The giant screen displayed Jurassic World trailer footage and a dynamic Twitter feed which deployed tweets that included the hashtag: #JurassicWaterloo.
Announcements also welcomed commuters arriving by train to JURASSIC WORLD Waterloo, whilst banners and floor media immersed the station in Jurassic World branding.
Prior to the film's release, Karen Charalambous, Universal Pictures’ UK Marketing Director, said: “We wanted to deliver a truly unique outdoor campaign that would bring Jurassic World to life for everyone, creating excitement whilst driving anticipation and ticket sales for the film’s release on June 11. Working in partnership with JCDecaux enabled us to capitalise on the multitude of innovative and state-of-the-art digital outdoor advertising platforms allowing us to have continual OOH presence with Jurassic World during our campaign as well as providing the nation’s busiest rail station with a truly immersive and one-of-a-kind experience that could be enjoyed by all.”
Stacey Knight, Director of Futures and Content at JCDecaux, said: “Jurassic World is creatively utilising every asset in the station to deliver the UK’s most unique and memorable Outdoor advertising campaign to date. It is a true showcase of the spectacular power of Out-of-Home and the global media firsts add that element of surprise, making the campaign extra special. Incorporating Beakle into the mix too provides a powerful new dimension that will deliver a level of engagement never before offered in the Out-of-Home environment. We are delighted to be working in partnership with Universal to bring this campaign to life – transforming the UK’s busiest commuter hub into JURASSIC WORLD Waterloo.”
Dan Wood, Head of Partnerships at MediaCom, said: “Jurassic World Waterloo is the brilliant result of a genuine partnership. Universal Pictures, JCDecaux and MediaCom working together to deliver a truly immersive and innovative experience for our consumers. Optimising activity in real time to reflect box office sales, selling tickets direct from the site and the wealth of digital content we have produced, means we are delivering scale and ROI that make a real difference.”
The campaign was so extensive that ambassadors dressed as park rangers handed out detailed maps of Waterloo, so commuters experienced JURASSIC WORLD at Waterloo to the fullest.
To announce the film's release, a one-day domination took place on 12th June, which totally dominated the Outdoor advertising landscape - read the story.
The campaign was planned and booked by MediaCom and Kinetic.
Jurassic World, the Epic Action-Adventure from Universal Pictures and Amblin Entertainment was released on June 11.