Rio 2's dynamic DOOH campaign

With Rio 2 hitting cinemas across the UK today (4th April), Twentieth Century Fox has launched a nationwide dynamic DOOH campaign, inviting consumers to watch the movie at their nearest cinema.
Deploying JCDecaux’s premium mall digital 6-sheet portfolio, the campaign reaches consumers with hyper-local messaging as it displays references to each locations weather and local cinema listings, with messages, such as: “It’s rainy in Birmingham today… go to Rio…next 3D viewing at Cineworld Birmingham 12.45 pm”.
In a campaign with multiple creatives, Twentieth Century Fox has also deployed JCDecaux’s giant state-of-the-art digital screen, Motion@Waterloo, to keep commuters up to date with the release date of the film. The film has also been promoted across JCDecaux’s M-Vision network of large-format digital screens in malls.
The campaign was planned and booked by Posterscope and Vizeum.