At the end of November EE will announce the launch of their exclusive Apple Watch contract the way it should be done: with an IMAX takeover.

Celebrating their exclusive launch of the Apple Watch 3 (the only network provider to be able to offer this new 4G LTE connectable smartwatch) EE needed a multi-channel campaign that would make an impact.

Using our proprietary Neuroscience research we showed Maxus and Posterscope that even with the same creative executions, premium sites such as The IMAX, Waterloo perform better, energising the impact of their creative – which is especially important in EE’s multi-format delivery.

Using The IMAX’s Edison technology EE will turn the Apple Watch into the hero of their creative, ensuring all eyes are on the star of the show. With 48,000 LEDs over this 1,734m² canvas, Ocean Labs will be programming the dynamic lighting across the full RGB spectrum to make this a truly attention-grabbing IMAX takeover.

EE’s investment in The IMAX, Waterloo will be one of EE’s biggest DOOH campaigns since the brand launched in 2012. The multi-million-pound integrated campaign will also run across, TV, cinema and digital.

Cat Morgan, Director of Ocean Labs said: “At Ocean we continue to push the boundaries of what’s possible in OOH. The IMAX’s powerful lighting technology is the perfect accompaniment to EE’s takeover as it gives the Apple Watch the full star makeover that this hero product deserves and reminds consumers that EE really is the only place to get the latest Apple must-have.

“As our Neuroscience research has shown, iconic sites such as The IMAX deliver above and beyond average levels of emotional engagement, which is key to advertisers getting their messages across and ultimately encouraging sales.”

For further insights into the possibilities with The IMAX, Waterloo and Edison, check out our “Ocean Talks” highlight article.

Apple Watch Series 3: exclusively available through EE

EE on Europe's largest canvas

Edison technology lighting up EE

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