Virgin Media, 4D Hype Billboard

Virgin Media O2

Supercharging Virgin Media's brand perceptions and consolidating their speed leadership position

The future of viewing is here! Virgin Media's new product "Stream" allows customers to combine their favourite TV channels, streaming apps and subscriptions all in one place at a great value.

Virgin Media wanted us to end their Stream product launch with a mic-drop experience. To consolidate Virgin Media as a disruptive leader in the industry, and show the power of Stream, we were told to generate hype, shareable content and earned media. Our brief was to deliver a fame-driving activation linking to Virgin Media's ATL creative, which featured a TV coming to life, voiced by MC Neat.

Immersive OOH (out-of-home) 3D billboards have recently boomed as a way of engaging consumers, born from consumer demand for more engaging B2C experiences. We took this concept of 3D billboards and pushed it further, adding real-time conversation, sensory stimuli, hype music and environmental disturbances to deliver a first-of-its-kind multi-sensory, immersive 4D billboard.

"Disruption and innovation are in Virgin Media's DNA. Creating the world's first multi-sensory OOH experience with Audience, we were able to constantly push the boundaries of what is achievable."

Marketing DirectorVirgin Media

We chose to host the experience at Kings Cross, one of the busiest stations in the UK with nationwide reach. Showcasing Stream in a 4D billboard transcended just being a 'cool viewing experience', it was about positioning Virgin Media as a technologically innovative powerhouse.

By using complex lip-syncing technology, facial mapping and hidden cameras, our ATL artist (MC Neat) was able to stay hidden backstage whilst surprising targeted passers with organic conversation. A software application tracked MC Neat's mouth moments and synced with the 3D content. To make the conversation realistic, we created a 3D rig of the mouth, breaking it down and rebuilding it to capture all the live content correctly. This innovative technology allowed us to capture MC Neat's movements seamlessly and sync them live on-screen.

"It's not everyday a billboard gives you a shout out as you walk past. You could have a full-on conversation with it and everything - it was awesome."

CommuterKings Cross Station

Music is infectious, so we leveraged the ATL music by MC Neat to entice people toward the billboard. He performed a set of garage hits to drive hype and get the crowds involved. People could step onto an accessible, optimal viewing platform for a better look, not knowing that the platform and surrounding areas were laced with intricate environmental disturbances. These were designed to embed the brand message and blow the audience away - literally.

We used an aroma humidifier so that the platform was filled with a minty scent. "You don't have to be minted to enjoy Stream", the hype mouth whispered. Nearby lights flickered as the hype mouth spoke: "Stream is going to light up your TV!" Using high-frequency vibration motors, the entire platform would shake and the billboard would shout, "We're shaking up TV!" Wind machines, spinning parasols and high-pressure air cannons were also triggered, blowing the audience's hats off.

7

pieces of PR coverage

+1M

combined video views

17%

over our number of predicted interactions during talent performances

400%

over our predicted number of QR code scans

The Drum Awards:

  • Product Launch/Relaunch Experience 2022
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