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DOOH broadens reach of hip hop artist

The use of digital signage in a new campaign to promote hip-hop artist Slick Rick’s new singles has enabled him to reach a wider audience than that at his arena performances.

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The campaign is being rolled out for two weeks in Times Square, New York. Image: OUTFRONT Media

The campaign, which was headed by OUTFRONT Studios, uses three digital screens to celebrate the British-American’s latest tracks, ‘Can’t Dance To A Track That Ain’t Got No Soul’ and ‘Midas Touch’.

The footage uses eye-catching imagery such as bold colours and smoky backgrounds alongside subtle motion to create “dynamic and engaging” content.

The rapper, whose real name is Richard Martin Lloyd Walters, wanted to attract a young, “urban millennial” audience, and out-of-home was deemed the best method to achieve this.

Commenting on the campaign, Walters says: “I wanted to make a statement, tell a story with this campaign, which is why I partnered with a company that cared just as much about the creative and the story as I do.

OUTFRONT Studios was able to create a video that captures who I am and what my singles represent and give them a larger-than-life stage that rivals the audiences I’ve performed for in stadiums

“OUTFRONT Studios was able to create a video that captures who I am and what my singles represent and give them a larger-than-life stage that rivals the audiences I’ve performed for in stadiums.”

The campaigned was rolled out on July 1st across three digital screens in Times Square, New York. The ‘Times Square Trio’ is estimated to reach half a billion people each year.

Tim Wasicki, regional creative director at OUTFRONT Media – of which OUTFRONT Studios is part of – adds: “Times Square attracts some of the largest audiences in the world and that requires campaigns to stand out. This creative paired with Slick Rick’s natural energy has done just that.”

If you have any news, please email carys@linkpublishing.co.uk or join in with the conversation on Twitter and LinkedIn.


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