Popcorn Billboard

A CREATIVE OOH EXPERIENCE

Creating the World's First Popcorn Dispensing Billboard for the Freshest new streaming service.

The Challenge

In March 2022, ITV announced the upcoming launch of ITVX – Britain’s freshest new free streaming service launching December 2022. The challenge was to enhance it’s OOH campaign in a way which would shout about the launch and bring the messaging to life in central London.

Demographic London Commuters

Location London, UK

Duration 3 Days

Objective PR and Awareness

A close up image of a woman holding a popcorn box up near to a hatch, there is popcorn dropping from the hatch and into the box. The box labelled with ITV X branding on.

A larger-than life popcorn dispensing billboard! The billboard has a large glass front which shows the billboard is full to the top with popcorn inside. There is a 3D X on the front of the glass, underneath the X is a small hatch where the popcorn can come out of. The installation is placed outside of London Victoria station.

Smiling man stands in front of an ITVX promotion. The man is holding a box of popcorn with the ITVX branding on. Behind him is a navy and yellow coloured billboard.

The Execution

What says ‘Fresh’ better than the smell of hot popcorn?! Tying perfectly into the home streaming message, we created the world’s first popcorn dispensing billboard – providing passers-by with tasty fresh treats to enjoy some fresh content… from the UK’s Freshest Streaming Service! Set outside the bustling London Victoria Station, queuing fans were also able to stop and enjoy a selection of ITVX’s programmes, learn more about the new streaming service while enjoying a fresh box of popcorn.

A man holding a phone and taking a picture of a QR code on a popcorn box, they are holding their phone with one hand and the popcorn box with the other. The popcorn box has ITVX branding on it along with text that says 'STREAM FREE' and 'The UK's freshest streaming service.

Two women smiling while standing in-front of a digital screens that is playing ITVX's best bits. They are both holding a box of popcorn. The screens are housed within bright yellow branded podiums with the ITVX branding on, outside in central London.

ITVX pop-up activation outside Victoria Station, featuring multiple large screens encased in a yellow box. The screens are displaying highlights of upcoming content available on the ITVX platform. People are walking within and outside of the activation. The tube station is in the background.

The Outcome

This was the world’s first fresh Popcorn Billboard! The creative OOH installation created not only an impactful feature of the OOH plan, but also a focal point for PR activities to announce the launch which was picked up and covered across the board by journalists and influencers.

15000

Boxes of Popcorn

257142

Daily Passing Footfall

Days

Passers-by stand with their backs to the camera, facing a large, popcorn-filled billboard. One person pulls a lever to release popcorn into their box, while the other two are watching her do it.

A large billboard with a glass front and filled with fresh popcorn inside. There is a large 3D X on the exterior of the glass with a hatch underneath, people are turning the X to relive the popcorn into their popcorn box. The billboard is branded is navy and yellow and has the ITVX branding on. There is a queue of people standing in a line waiting to get their popcorn. People are interacting and taking pictures of the billboard.

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