Battersea Power Station has partnered with digital out-of-home (DOOH) media company Ocean Outdoor to bring a creative DOOH network to the shopping and leisure destination.
Launched with Under Armour, Pepsi, R.E.M. Beauty, Universal, and Mini, The Loop is a combines full motion screens with immersive experiential areas. Advertisers have the opportunity to harness on-screen and mobile augmented reality (AR), mixed reality including gaming and interactivity, live data, and video feeds across 41 screens.
One of the creative formats available is a ‘bandstand’ suspended above Turbine Hall B, which combines translucent LEDs with an experiential space below.
“As one of London’s favourite destinations, Battersea Power Station offers brands and agencies a thriving environment to create unique audience experiences across different creative formats,” said Phil Hall, Ocean Outdoor UK Chief Executive.
“One of out of home’s superpowers is the opportunity it gives audiences to be part of real, interactive experiences. OOH offers a unique moment of fame – a money-can’t-buy sharable experience which extends well beyond the physical realm.”
The Battersea Power Station Loop represents an extension of Ocean’s Loop network, which already exists in Manchester, Birmingham, Edinburgh’s St James Quarter and London’s Canary Wharf.
Battersea Power Station sits on the south bank of the River Thames, hosting more than 140 shops, cafes, bars, restaurants, and entertainment venues. For the second year running, the destination’s Power Station Park will have an outdoor Wimbledon viewing zone hosted by Ocean Labs.
