In a media first, Dell has become the first brand to use the coloured LED function in Ocean’s exclusive Edison Lighting Technology on the largest advertising canvas in Europe – The IMAX.
The computer technology brand unveiled its new laptop XPS 13 to the UK market and a partnership with Netflix using The IMAX’s creative lightning capabilities to leverage its creative by adding a thunder and lightning effect to the sky. Dell also used coloured LED’s, which were specifically programmed to match a selected RGB colour within the artwork and the spotlighting technique to emphasise Dell’s logo and new laptop to attract the attention of key audiences and deliver impressive creative.
This IMAX campaign was planned by Kinetic and Mediacom. Dell had a two week occupancy on the IMAX.
Edison aligns emerging technology with the latest in LED lighting and software management, brought together to facilitate a step-change in creativity for brands in a high impact media environment. The technology deployed is designed to reduce light emissions by 70 per cent.
This campaign was supported across other Ocean’s large format full motion locations at key retail hubs in London including Westfield London and Westfield Stratford City.