Samsung has taken domination of the UK’s biggest permanent out-of-home banner, the iconic London IMAX, as part of its global launch campaign for the Galaxy S4. The IMAX is the UK’s number one outdoor site for audience reach.

The activity, a media first for the brand and booked through Cheil UK, sees the cylindrical wrap of the IMAX take on the hue of Samsung’s signature blue.

This campaign is part of the Ocean Labs initiative, which was launched last year by Ocean Outdoor in order to pioneer technologies that can unleash potential for exciting and dynamic DOOH creative. Ocean has developed a network of digital & innovative platforms to enable advertisers to explore many facets within the DOOH sector.  So far these technologies have included wi-fi and broadband enabled sites that can produce social media and mobile integrated campaigns, live feeds, sound showers and innovative LED lighting techniques.

Another global brand who used Ocean Labs technologies on the IMAX was Nike during the 2012 Olympic period. Using innovative LED lighting technique, this use of OOH technology enhanced their creative therefore maximising the impact of the campaign.

Avikar Jolly, Head of Brand and Communications, Samsung UK & Ireland, said: “The IMAX is London’s most iconic OOH site, so it’s fitting that Samsung is using it for the launch of the Galaxy S4. The execution is simple but all-encompassing, and we’re expecting to deliver great cut-through.”

Fiona FitzGibbon at Cheil UK said: “The Galaxy S4 is at the cutting edge of technology, so we wanted to do something special to bring the product to life. To do this, we are putting Samsung’s stamp on the largest and arguably most iconic site in the UK. By changing the colour of the bulbs to Samsung blue we hope to create comprehensive stand out.”

Samsung have taken advantage of this initiative Ocean Outdoor Creative Solutions Director Catherine Morgan said: “Ocean is all about driving innovation in outdoor through creative approaches like this. Samsung’s campaign is a great example of how brands can really push the boundaries to make impactful and premium locations work even harder.”