Drake deploys one-minute DOOH campaign to announce that his album is 'Out Now'
For the launch of Drake’s new album ‘Views from the 6’,200 of Exterion Media’s digital screens across London Underground and Westfield London were taken over for one minute only, on 29th April at 6pm.
Drake’s new album had an unprecedented amount of hype leading up to the release, with all eyes waiting eagerly for the official album drop.
This tactical and disruptive campaign capitalised on the power and flexibility of DOOH to broadcast impactful messages at key locations and specific times – in this case at 6pm, in line with his album’s title and at peak commuter rush hour.
Planned and booked by MediaCom and Kinetic, the campaign made sure the young and influential urbanites at key destinations across the City didn’t miss the news that Drake’s album was ‘Out Now’.