Ocean Outdoor UK has introduced a new award category to its annual Digital Creative Competition, inviting brands and agencies to submit ideas to win space on Europe’s largest digital ceiling.
Submissions are now being accepted for Printworks SkyLights, which forms part of a £21million refurbishment of Printworks Manchester. The relaunch of the entertainment destination has already delivered a record 68% increase in footfall year-on-year in the immediate launch period (source: Manchester Printworks).
Brands and agencies who submit original concepts which leverage the scale and technical opportunities of the expansive 900m2 full motion ceiling, stand to win the only prize in this category – two weeks on Printworks SkyLights to bring their campaign idea to life.
Part of Manchester’s busiest retail and leisure district, Printworks accommodates more than 20 bars, restaurants and leisure venues including Vue’s flagship cinema, one of the largest IMAX screens in Europe.
The new LED canopy which spans the internal streets and courtyard of Printworks is equipped with state-of-the-art technology, including Ocean DeepScreen and programmable sound and lighting, allowing audiences to interact with the creative via a separate large format, interactive e-gaming screen.
Printworks centre manager Dan Davis said: “Creativity and innovation is at the heart of everything we do at Printworks as we strive to create immersive and entertaining experiences, so we are really excited to see the ideas that this competition will generate. It’s a unique prize to be shown on the largest digital ceiling in Europe and we can’t wait to see the entries.”
Ocean Outdoor UK marketing director Marie Le Hur said: “Printworks SkyLights is a unique environment which pushes the boundaries of digital out of home. It facilitates next-level thinking and fully deserves its own award category. Our challenge to brands and agencies is to use this canvas – and the Printworks environment – for audacious ideas which will play out beyond the physical realm alone.”
With proven PR and overall amplification potential, large format digital out of home (DOOH) experiences are regularly shared across social media. Ocean’s latest Neuroscience research measures this trend, showing a 21% uplift in brand perception when a DOOH campaign is shared on social, compared to a conventional brand post.
Now in its 15th year, Ocean’s annual competition calls for bold ideas and original concepts which push the creative possibilities of out of home, using the latest DOOH technology across Ocean’s premium formats and environments. Campaigns from previous winners have gone on to win several Cannes Lions.
The two other competition award categories are for commercial brands and non-profits. Prizes are awarded to the top three ideas in each of these categories with the winners given airtime across Ocean’s network, sharing a prize pot of £500,000 to bring their campaigns to life.
This year, Ocean will be working with the winners to bring their campaigns to life on both its premium DOOH network and via brands’ chosen social channels. To keep the entry process simple, concepts should combine jpeg images or a short video with a written narrative of 200 words. The competition is free to enter and the closing date is August 23. The winners are judged by a panel of independent experts and are announced on October 9.
