Tuesday, June 18, 2024

First campaign runs simultaneously on Piccadilly Lights, Times Square and LA digital billboards

Thursday, November 30, 2023

The United is a network of spectacular digital billboards operated by Ocean Outdoor and Branded Cities.

London, UK: Diriyah is the inaugural launch partner for The United, a premium transatlantic digital out of home (DOOH) network developed by Ocean Outdoor and Branded Cities.

The United was developed as a collaboration between Ocean and Branded Cities using the latest DOOH technologies and immersive formats like Deepscreen® and Dreamroom 3D. It includes a range of social amplification tools to drive the combined estimated 17.3 million impacts, reaching a global digital audience with a proven extended audience of tens of millions on social media, a phenomenon that has seen DOOH become a central element for brands digitally and via popular social sharing channels.

This first of its kind transatlantic campaign tells the story of Diriyah, The City of Earth, promoting the historic destination as a tourist destination.

A limited opportunity due to the highly demanded nature of the sites, The United includes London’s Piccadilly Lights, Los Angeles’ The Moxy and the Nasdaq Tower and Midtown Financial in New York’s Times Square.

Breaking for seven days from November 27, the OOH work included a 30-minute, simultaneous domination (November 28), timed to play out at 1.30pm in LA, 4.30pm in New York and 9.30pm GMT in London.

Working with media partners in outdoor and publishing, chosen for their ability to push boundaries and break new ground through media firsts and best in class activations, the creative taps into Diriyah’s unique mix of grace, subtlety, quality and charm.

Kiran Jay Haslam, chief marketing officer of First campaign , commented: “We are thrilled to be working with our partners, Ocean and Branded Cities, to bring Diriyah to life globally, introducing ‘The City of Earth’ to an entirely new audience…”

Nick Shaw, chief revenue officer of Ocean Outdoor, said: “The United offers Diriyah a chance to create global fame, transporting audiences to the birthplace of the Kingdom using the breadth, reach and prestige of OOH on a superb scale.”

Published on Thursday, November 30, 2023 at 12:10 AM

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