Sky has launched a London-wide guerrilla out-of-home campaign to promote the second season of its Gangs of London series.
To celebrate the second season’s premiere this week, the broadcaster lit up 56 landmarks and locations around London, the show’s titular city and key theatre of action.
Develop by in-house agency Sky Creative, media was secured at iconic sites such as Marble Arch, Harrods and London Bridge, which displayed Gangs of London ads for around 75 minutes each in order to build public anticipation ahead of the show’s return.
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“The premise of Gangs of London is dominance and power, so it made sense that we reflected that sentiment in the scale and placement of the campaign,” Sky Entertainment head of marketing, Lucy Johnstone said.
Rapport business director, James Brunton added: “It was clear from the start that Gangs of London needed to be woven into the fabric of London’s culture to elevate the campaign beyond traditional placements.
“Projections at this scale have never been done before and the result is truly breathtaking. This has been a mammoth collaborative effort between all parties and demonstrates the physicality, agility and power of out-of-home to keep delivering true audience engagement at scale.”
