Digital out of home (DOOH) media owner Ocean Outdoor has landed a £25 million advertising contract for the BFI IMAX in London.
Following a busily contested pitch process, Ocean will renew its previous 10-year contract for additional five years.
The £25 million deal also includes an extended option to buy a further five years upon agreement with the BFI.
The building itself is Europe’s largest out of home (OOH) canvas, boasting 1,734m squared² of creative space, using the latest technology in LED lighting.
“Strategically the BFI IMAX is key to Ocean’s London, UK and global client offer, and we have some amazing plans to drive this unique asset to a different level,” Ocean Outdoor managing director Phil Hall said.
Ocean intends to implement “a new suite of creative initiatives” including mobile augmented reality, projection mapping and animated holographics. This will enable advertisers to make full use of the “virtual” skyline above the IMAX to provide more immersive content to the general public.
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Ocean Outdoor director of labs Catherine Morgan added: “Our plan, through Ocean Labs, is to create an asset that lives creatively in both the physical and digital worlds, introducing new and innovative technologies that will enhance audience engagement”.
During the media company’s previous occupation of the advertising space, brands like Netflix, Apple, Mercedes and Hugo Boss have filled the famous digital banner.
BFI director of strategic projects Lisa Rowe concluded: “In what was a highly competitive pitch process, Ocean demonstrated a clear, ambitious vision for one of the world’s best known and highly demanded advertising assets.”
“The BFI IMAX advertising wrap is a critical revenue stream that supports delivery of the BFI’s UK wide cultural activities and Ocean’s proposal provides the BFI with surety of significant income over the length of the contract.”
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