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Alton Towers goes big on OOH for Nemesis return

Thousands of shoppers and commuters are in for a spine-tingling surprise as Alton Towers resort’s iconic Nemesis ride makes its return.

GroupM OOH, Wavemaker, DOOH.com, and TBWA\MCR have teamed up on an adrenaline-fuelled experience to raise awareness of the ride’s return.

Having thrilled visitors for 27 years, Nemesis has been undergoing a transformation since closing to be re-tracked in November 2022. During the hiatus, a backstory has been running across Alton Towers’ owned and earned media to keep the public engaged. It told the story of Nemesis the Beast, shutdown in mysterious circumstances by The Phalanx, the fictional corporation responsible for controlling her, and the journey that led to her return as Nemesis Reborn this month.

The spectacular 3D Out of Home campaign has been activated across digital large and small format screens in shopping malls, cinemas, motorway service areas, and roadside locations within a two-hour drive of the theme park.

Starting with what appears to be an ordinary poster, the campaign has a shock in store. Using the power of anamorphic 3D, Nemesis’s claw erupts from the frame, followed by her piercing gaze that locks onto unsuspecting onlookers. As her tentacles reach out, attempting to ensnare the startled audience, the campaign is designed to mirror the heart-pounding thrill of riding Nemesis itself.

The campaign’s anamorphic 3D means that any creative that extrudes from the screen can be experienced from multiple angles, allowing any full motion digital out of home screen to become a 3D screen. Alongside the 3D execution, selected static roadside six Sheets are also enhanced with ambient lighting to immerse viewers further into the experience.

“This campaign epitomises the fusion of technology and creativity within Out of Home advertising, delivering the ultimate wow factor,” said Becky Hulme, account director, GroupM OOH. “By strategically selecting prime locations, we’ve ensured that the stand-out creative reaches Thrillseekers where they live and work. The buzz generated by this campaign is set to extend its reach through word of mouth and social media shares, amplifying its impact even further.”

Daniel Cheetham, creative innovation director, DOOH.com added: “We couldn’t be more thrilled to have been a part of crafting this spine-tingling content for the Nemesis Reborn campaign. It’s been an exhilarating journey creating the latest in anamorphic content to bring this iconic attraction to life in such a dynamic and impactful way, to a huge audience. Through larger-than-life digital content, we’re creating an atmosphere of unparalleled intensity, ensuring that every passer-by is captivated by the raw energy and terror of Nemesis Reborn that awaits them in the park”

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