Out of home campaign 'The East' dominated Dutch streetscape

The release of war film 'The East' on Amazon Prime Video has not gone unnoticed. The film, in which Dutch soldier Johan (played by Martijn Lakemeier) is deployed to the Dutch East Indies, tells the story of the Indonesian War of Independence. On the Neude in Utrecht, a bus shelter had been converted in the atmosphere of the film. This bus shelter, with jungle-like elements and a full wrap, immediately attracted attention at one of the city's busiest locations.

Creative use of outdoor advertising with AR technology

The film's ATL campaign focused mainly on outdoor advertising media, using seven different assets. Besides the regular deployment - consisting of billboards, street bus shelters and digital metro shelters - much attention was paid to specials on the street. The campaign was handled by media agency Y Media Generation on behalf of film distributor The Searchers. At around 30 locations in 10 different cities, an AR code had been added to the abri poster. Using a smartphone, this code could be scanned, after which you could watch the film's trailer. It is one of the first bus shelter campaigns in the Netherlands to use AR without the need for an app. The trailer with AR code also reached Gen Z; it is the first campaign on the new digital NextGen Media network.

Impactful campaign with innovative techniques

'The East' campaign demonstrated how traditional outdoor advertising can be effectively combined with modern technologies such as AR to reach a wide audience. Through the use of striking visuals and interactive elements, the campaign managed to both capture the attention of passers-by and drive online engagement.

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