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UKTV creates special OOH build for crime channel Alibi

UKTV creates special OOH build for crime channel Alibi

UKTV’s crime drama channel, Alibi, has launched a special out-of-home (OOH) campaign that encourages passersby to walk around blocks to find the ad’s “sweet spot”.

The OOH special build (pictured, main image) is made of blocks between 0.5 and 2.4 metres tall with Alibi’s catchphrase, “More than meets the eye”, printed across them in a way that requires members of the public to walk around it to find the “sweet spot” where the whole message can be seen.

The blocks will also feature information about Alibi shows alongside TV screens playing its showreel and other video assets.

The execution aims to “drive buzz and fame” for  the crime drama channel in its core audience of TV crime drama fans aged 45 and over.

The installation will pop up in London, Birmingham and Manchester during weekends in March, as part of a broader media plan.

UKTV plans to use OOH spots close to the special build, and release three hero videos about the installation on social media to drive reach.

UKTV’s media planning and buying agency, Havas Entertainment, worked on the campaign with Talon Creative Solutions, Ambient Media and UKTV Creative.

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