It's A Race Against Time In New Campaign For ITV's Trigger Point

Jan. 26, 2022

To mark the launch of the highly anticipated drama series, Trigger Point, ITV Creative, the in-house agency of ITV, created a projection of a real-time countdown clock. Fitting with the premise of the show that time is ticking away, the clock was displayed onto London County Hall on Sunday 23rd January.

The brand new thriller from the executive producer behind Line of Duty and Bodyguard, Jed Mercurio, boasts a stellar cast including Vicky McClure and Adrian Lester. The drama follows bomb disposal experts Lana Washington (Vicky McClure) and Joel Nutkins (Adrian Lester), as they race against time to diffuse a security threat in London. 

Ahead of the premiere of the show last Sunday, ITV Creative teamed up with Pixel Artworks and DOOH.com to bring the real-time projection to life. The dynamic clock was screened onto one of London’s iconic buildings - the County Hall. The six-story building on the South Bank was lit up on Sunday from 5:30 pm. A real-time dynamic clock was ticking down until the launch of the show at 9 pm, when a QR code appeared on the screen, redirecting passersby to ITV hub, where they could tune in and stream the first episode of the show. A series of action-packed promotional films interspersed the countdown, further captivating onlookers and heightening the suspense ahead of the launch.

The campaign marks the first time ITV Creative has used a real-time dynamic countdown to premiere a new drama. The launch was also shared by the cast on social media, further amplifying the campaign reach.

Tony Pipes, Executive Creative Director at ITV Creative, comments:

"To mirror the bomb squad tension and excitement that the drama portrays, we wanted to create a real sense of suspense in the form of a real-time dynamic countdown. This has run on-air, in all our comms, OOH, and most dramatically in our Southbank projection. The real-time, dynamic nature was designed to give our audience a real sense of FOMO and event TV that this show truly deserves."

 

Patrick Wall, Creative Technology Director at DOOH.com, adds:

"This explosive new ITV series needed to be launched with a bang and dynamic was the perfect format to do just this - offering maximum impact. We enjoyed creating the anticipation of this campaign through the immediacy of digital out-of-home, integrating the countdown clock into the TV creative. It was great to see the excitement for the release of Trigger Point built around the projection on County Hall and D6's nationwide."