The release of Prime Video's The Lord of the Rings: Rings of Power series marked a significant moment in fantasy TV. JCDecaux South Africa, together with Initiative Media, crafted an epic OOH campaign for Prime Video's much-talked-about series, The Lord of the Rings: Rings of Power. By developing a diverse and expansive strategy, this campaign captivated audiences across multiple touchpoints and drove tangible engagement and outcomes for the client.
The scale of the campaign was noteworthy and featured a national rollout complemented by a bespoke 600-square-meter installation with key art, cutouts, running LEDs, and reflective vinyl. This physical spectacle invited fans to dive into the mysterious realm of Middle-earth while the DOOH creative highlighted sticking visuals of key characters, creating a compelling blend of creativity and innovation.
These efforts positively impacted campaign outcomes. Our research affirmed that OOH drove online search, display, and video. 41.5% of respondents affirmed that they searched for the trailer online, while 34.7% searched for more information on the series, and 33% discussed the show with friends, family, or coworkers, indicating strong word-of-mouth influence. The campaign also contributed significantly to subscription growth, effectively guiding audiences through the funnel of awareness, from initial intrigue to trial and eventual subscription.
This multi-location adventure seamlessly blended physical and digital worlds, ensuring high visibility and driving actionable results. An inspiring testament to the power of OOH advertising, this campaign set a new standard for engaging, large-scale media strategies. The journey has truly begun, inviting viewers to embrace the epic saga and join the adventure today.
