UK – Ocean Outdoor has completed the expansion of its premium digital out-of-home (DOOH) network in St James Quarter, Edinburgh. This development is timed with the ongoing international summer sports events, starting with the Euros and leading up to the Paris 2024 Olympics.
On June 24, two new portrait DOOH screens were introduced, marking Edinburgh’s first large format, full motion pedestrian screens. These screens, named The Screen @ St James Quarter Multrees Walk and The Screen @ St James Quarter Princes Street, enhance Ocean’s existing Loop network, which includes 31 portrait D6 screens and one D6 totem.
The new large format portrait screens, provided by Absen, measure 5 meters wide by 7.5 meters high. Utilizing the Absen A series, these screens ensure low power consumption and TUV carbon footprint verification, aligning with Ocean’s environmental standards.
Old Mout Cider is the launch partner, presenting its Moutopia campaign. This nationwide branding effort, planned through Dentsu X and Posterscope, features a creative concept transporting viewers to a vibrant, fruity island setting.
Since opening in June 2021, St James Quarter has become Scotland’s leading retail-led, mixed-use destination, with an annual footfall exceeding 18.9 million and an average dwell time of 105 minutes.
The introduction of these new screens precedes the opening of Team GB’s official fan zone at St James Quarter. This fan zone, presented in collaboration with Ocean, will be available to the public from July 26 throughout the duration of the Paris Olympics.
Marc Keenan, Managing Director of Ocean Scotland, stated, “Ocean’s combination of large and small format full motion screens, alongside our bespoke experiential fan zone for the Paris Olympics, offers brands various formats and immersive environments to engage outdoor audiences during this exciting summer of sport. Our continued investment in quality formats, prime locations, and tailored audience experiences at St James Quarter reinforces Ocean’s position as Scotland’s premier provider of super premium DOOH in high traffic areas.”
Anne Ledgerwood, Estate Director at St James Quarter, added, “The addition of the large format screens supports Ocean Outdoor in bringing engaging advertising to the Galleria. These screens also provide opportunities for live streaming fashion and music events, as well as brand gamification through pop-ups and activations. We are always looking for new ways to engage and entertain our guests, and these screens add another exciting element.”
The completion of the St James Quarter network also enables new advertising formats, including DeepScreen Alive. Developed by Ocean Labs and Ocean Studios, DeepScreen Alive offers real-time interactivity with 3D DOOH content, enhancing audience engagement through immersive entertainment with bold illusions and live effects.
Reference:
Ocean Outdoor: https://oceanoutdoor.com/
Absen: https://www.absen-europe.com/products/dooh/A-Series.html
