Brands gunning for well-heeled consumers are being targeted with the expansion of Ocean Outdoor’s premium full motion digital out of home network, The Loop, which launches at Battersea Power Station in London this week.
Ocean’s interactive small format network is the latest addition to its Battersea Power Station portfolio, which combines full motion screens with immersive experiential areas and the opportunity for bespoke murals and projections.
Under Armour, Pepsi, the cosmetics brand R.E.M. Beauty, Universal and Mini have already signed up as launch partners.
Battersea Power Station sits at the heart of a 42 acre site on the south bank of the River Thames. From high end fashion to high street stores, it is home to more than 140 shops, cafes, bars, signature restaurants and entertainment venues including Lift 109, a unique experience which transports visitors to the top of the building’s north west chimney in a glass elevator, offering 360° views of the London skyline. Apartments on the former home of the iconic power station start at £645,000.
The Loop at Battersea Power Station is an extension of Ocean’s UK Loop network which already exists in Manchester, Birmingham, St James Quarter in Edinburgh and Canary Wharf.
Battersea Power Station opened to the public in October 2022 and was recently recognised as one of the top 20 ‘Best Cultural Spots’ in National Geographic’s Best Of The World Series 2024.
In 2023, the riverside neighbourhood welcomed more than 11.2 million visitors, the Christmas period seeing a 30% year on year increase.
New to Battersea, The Loop offers enhanced creative opportunities including on screen and mobile augmented realitymixed, reality including gaming and interactivity, live data and video feeds across a total of 41 internal screens positioned across all levels.
Under Armour’s campaign was planned by Manning Gottlieb OMD and Talon; Pepsi through OMD and Talon; R.E.M. Beauty through Capture Media; Mini through iProspect and Posterscope; and Universal through EssenceMediacom and Kinetic.
Ocean Outdoor UK chief executive Phil Hall said: “As one of London’s favourite destinations, Battersea Power Station offers brands and agencies a thriving environment to create unique audience experiences across different creative formats.
“One of out of home’s superpowers is the opportunity it gives audiences to be part of real, interactive experiences. OOH offers a unique moment of fame – a money-can’t-buy sharable experience which extends well beyond the physical realm.”
Alternative creative formats at the destination include a ‘Bandstand’ suspended above Turbine Hall B, combining translucent LEDs with an experiential space below.
Last year, Ocean Labs hosted an outdoor Wimbledon viewing zone in Power Station Park in front of the Grade II listed landmark as part of the riverside neighbourhood’s Battersea Games event. The Wimbledon Experience returns this summer in partnership with the All England Lawn Tennis Club.
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