Broadcaster UKTV has set the crime scene for a nationwide out-of-home (OOH) and brand experience campaign that will surface the channel’s ‘More than meets the eye’ brand proposition across key British cities.
Developed by Havas Entertainment in collaboration with Talon Creative Solutions, Ambient Media and UKTV Creative, the creative aims to catch crime drama audiences aged 45 and over with a pop-up installation that puts the investigative skills of would-be sleuths to the test.
The 2.4m tall installation will tour key UK cities during weekends through March, where members of the public will be invited to explore and uncover a secret message. Screens and information boards will be displayed throughout the modular build, with Alibi brand ambassadors on hand to spread the gospel to the passing public.
Peter Allinson, UKTV’s head of design, said: “To promote the Alibi channel’s new brand proposition of ‘more than meets the eye,’ we wanted to engage with the curiously-minded fans of crime drama by creating a real-world experience that offers something unexpected and challenges their perspective.
“We developed a large installation using the optical illusion of anamorphic type that can only be seen and deciphered from a certain point and with a certain perspective.
“This installation allows people to engage and interact with our brand and was created as part of a wider campaign to show that on Alibi there is always more going on than meets the eye.”
Alex Sherr, client partner at Havas Entertainment, added: “Partnering with UKTV, we wanted to create something that would not only be seen by our target audience, but that would also get them talking. This eye-catching and unique OOH placement brings ‘More than meets the eye’ to life in a real-world environment, blurring the lines between art, experiential and outdoor.”
Supporting TV, VOD and social channels will ensure the spotlight remains on Alibi throughout the month.
Alibi previously positioned itself to audiences as a ‘masterclass in deduction.’