Digital Ad Truck: Universal Music – U2 Joshua Tree

Project Description

Client: Universal Music for U2

Agency: Havas Media

Medium: Digital Ad Truck, Ad Bikes, Laser Projection

Market: Area around Rogers Centre where the concert was held, downtown Toronto

Objective: To promote re-release of U2’s landmark album - Joshua Tree in an engaging and environmentally-friendly manner

Target: Attendees of the U2 concert, Adult +18

Tactic: Wild On Media’s Digital Truck, with its three vivid LED screens, circulated the Rogers Centre before and after the concert, generating excitement for concert-goers and creating interest from all traffic around the Rogers Centre. Wild On Media’s Ad Bikes were also on the scene. With life-sized images of the U2 members displayed on the Ad Bikes, pedestrians couldn’t help but stop to take selfies with the bikes. In addition to their street presence, Wild On Media set up Laser Projections of the Joshua Tree itself in two locations visible from the Gardiner Expressway. The first Laser Projection was displayed facing east, to grab the attention of travelers coming into the downtown core and heading towards the concert. The second projection came on at 11 PM, after the concert let out, catching the eyes of those travelling west along the Gardiner ensuring thousands of views from Torontonians in the area