Innovative Ad of the Week: Sony Pictures ‘Ghostbusters Waterloo’ (UK)
This week brings to an end a pretty spooky burst of outdoor activity for London commuters, who were surprised and delighted by a giant sculpture of the iconic Stay Puft Marshmallow Man at Waterloo, as part of a complete train station takeover by Sony Pictures to promote the new ‘Ghostbusters’ movie.
The ‘super-sized’ out-of-home campaign, a collaboration between Sony Pictures, JCDecaux (campaign concept), Feref (creative), MGOMD and Talon (media), played up the idea of ‘something strange in your neighbourhood’ by transforming London’s Waterloo Station into a film-themed showcase for the past two weeks.
The campaign encompassed a range of activity, including 8 metre ‘Slime Poles’ placed around the station and a colossal sculpture of the Stay Puft Marshmallow Man seen smashing through the concourse floor. Furthermore, the station’s busy commuter tunnel was like stepping into New York through the use of vinyl wraps and atmospheric audio to create an immersion zone.
Adding a retail element to the activity, a pop-up Ghostbusters retail unit, built to look like a New York subway entrance, was erected and run by Forbidden Planet – selling limited edition Odeon cinema tickets and a range of souvenirs.
Taking the message beyond the confines of the station, dynamic fake news items featuring ghostly sightings has also been deployed across the UK on JCDecaux’s DOOH network, amplified by experiential activity using the iconic Ghostbusters car, the ECTO-1.
Stuart Williams, Deputy Managing Director & Marketing Director at Sony Pictures UK, said: “We wanted to deliver more than a pure awareness outdoor campaign and give people the chance to experience GHOSTBUSTERS for themselves and be part of the excitement. Our campaign with JCDecaux has achieved this on many levels using a range of the outdoor opportunities on offer across a variety of digital screen formats, phone boxes and culminating with our takeover of Waterloo station. The activity covers experiential, media, digital, publicity and merchandising and is a critical part of our release campaign to make GHOSTBUSTERS the film event of the summer.”
Robin Behling, Chairman at Feref, added: “This incredible canvas allows us to really push the boundaries of creativity. Everything is big - but it has to be when working in such a large environment. This is its strength. We can bring moving image, sound effects, 3D sculptures and retail all into one concept. There’s nowhere else like it; nowhere else we can showcase Ghostbusters on this massive scale to such a vast audience.”
[Note from Cream Editor: Check out a similar activation from Universal Pictures last year, which saw Waterloo Station taken over for the launch of Jurassic World. Read the full case study, including results, here >>>]