UKTV’s Alibi Brings ‘More Than Meets the Eye’ Positioning to Life with Striking OOH

Alibi, UKTV’s crime drama channel, has unveiled a striking new out-of-home campaign. The push was developed by Havas Entertainment, Havas Media Group’s entertainment and culture proposition, working in partnership with Talon Creative Solutions, Ambient Media and UKTV Creative.

Havas Entertainment, UKTV’s media planning and buying agency of record, was tasked with bringing Alibi’s ‘More than meets the eye’ positioning to life through media formats and placements.

As part of a broader media plan, the agency has developed an out-of-home special build to drive buzz and fame for Alibi amongst a core audience of TV crime drama fans aged 45+.

Working alongside Talon Creative Solutions, Ambient Media and UKTV Creative, Havas Entertainment has created an eye-catching special build, which will pop up in London, Birmingham and Manchester during weekends in March. 

The installation consists of several blocks varying in height, from half a metre to 2.4 metres tall. Printed across several of these blocks is the message ‘More than meets the eye’. Members of the public are invited to walk around the build and find the sweet spot where the whole message can be seen. The special build also features information about Alibi shows and TV screens playing its showreel and other video assets.

A number of Alibi brand ambassadors will also be present at the special build sites, in order to create excitement and further immerse passers-by in the experience.

As part of the campaign, Alibi is also harnessing out-of-home spots in close proximity to the special build, as well as launching three hero videos showcasing the installation, to be distributed on social channels, in order to drive reach.

Out-of-home planning and execution for the push is by Talon Creative Solutions, and creation of the special build is by Ambient Media.

The campaign also includes activity across TV, VOD and social channels. 

Peter Allinson, head of design, UKTV, said: “To promote the Alibi channel's new brand proposition of ‘more than meets the eye’, we wanted to engage with the curiously-minded fans of crime drama by creating a real-world experience that offers something unexpected and challenges their perspective. 

“We developed a large installation using the optical illusion of anamorphic type that can only be seen and deciphered from a certain point and with a certain perspective.

“This installation allows people to engage and interact with our brand and was created as part of a wider campaign to show that on Alibi there is always more going on than meets the eye.”

Alex Sherr, client partner, Havas Entertainment, added: “Partnering with UKTV, we wanted to create something which would not only be seen by our target audience, but which would also get them talking. This eye catching and unique out-of-home placement brings ‘More than meets the eye’ to life in a real-world environment, blurring the lines between art, experiential and outdoor.”