Universal Pictures are featuring the sound track from the global hit musical, Les Misérables to mark the release of the movie in the UK. As a UK first, the show-stopping musical score features in the full motion digital billboard at London Westfield.
The campaign, which launched on Christmas Eve, was planned by Mediacom and booked through Kinetic and ran for three weeks ahead of the UK release of Les Misérables on January 11th.
Universal took full ownership of Eat Street @ Westfield London over the Christmas and New Year period when shoppers in the vicinity of the London Westfield screen could see and hear the full Les Misérables two minute film trailer plus clips from the movie sound track.
Ocean Outdoor Creative Services Director Claire Shooman said: “This is the first time we have broadcast sound and pictures together on the Eat Street screen. This is an engaging and dynamic amplification for brands and agencies who are looking to harness multi-sensory communication in their campaigns.”
This unique combination of sound and visual content forms part of Ocean’s continued digital evolution, having recently tested and established a range of technologies on Eat Street. One such technology includes gender recognition, serving different adverts according to the age and gender of shoppers passing within the vicinity of the large format digital installation. The trial has been running in association with House of Fraser.