BEYOND Reflection

We’re over halfway through the year, and I wanted to take a moment to reflect on blowUP media’s Special Build achievements in 2024. blowUP media is no stranger to a Special Build; over the years we’ve had giant 3D zombie hands, epic 2D cutouts and mind-blowing creative murals (to name a few!). The launch of our Creative Solutions team has allowed blowUP the ability to carry out a more focused approach on Special Build offerings, resulting in new research, the development of site capabilities, and an increase in annual build numbers.

In H1 of 2024 we produced four unique and engaging Special Builds. The builds allowed for the brands involved to connect with consumers authentically. In our new Special Build research, we found that 95% of people exposed to the Special Build responded with a call to action. In a market where consumers crave authenticity and connection, and brands are looking to build authenticity and connect, this stat hammers home one of the overarching effects of a Special Build. If brands are looking to make an impact in a saturated market, Special Builds allow your campaign to engage with consumers effectively.

Below is a brief overview of the four builds that we brought to market in H1:

Asahi – March

Asahi’s key objective for this campaign was to bring the neon glow of Tokyo to the streets of London. We achieved this through utilising UV paint across three sites. The UV paint glowed at night when in contact with UV lighting, allowing this campaign to uniquely light up the streets. The campaign specifically targeted pubs and bars selling Asahi in Shoreditch and Putney, creating a vibrant, engaging presence in key locations.

Blu Bar – March/April

This campaign was a significant milestone, marking our largest installation on Kingsland Road and our first time creating two builds on this site. We crafted a 5.6-meter-long 3D vape and 2-meter 2D cut-out with 3D lettering. After the campaign, the client was so impressed with the vape that they repurposed it, showcasing the lasting impact of our Special Builds.

Disney + – March/April

For Disney +, we brought magic to Spitalfields Market Domination with creative lighting and 3D lettering for the release of “Renegade Nell”. Timed perfectly with the Easter break, the installation captivated families in a high-footfall area, highlighting the power of strategic timing in our projects and giving Disney + the opportunity to engage with consumers at a memorable and unique ground level location.

Volvic – June

Volvic have brought a fresh new flavoured water to the market and wanted to highlight the water’s flavour and bubbly fun as part of their media campaign. What better way to do this than by bringing their product to life and linking into the synonymity of a can and bubbles. We placed a 3D 4.8m can of Volvic’s Flavoured Sparking Water on Kingsland Road, where Volvic’s vibrant creative along with the 3D element made this campaign unmissable for passersby.

The Impact of Special Builds  

Having worked on these projects from brief to live campaign, a key finding that stood out for me was the major impact that these effects and builds created for brands. Brands are motivated to standout and be memorable; for me, this once again translates into authenticity and connection. Banners offer brands this opportunity, with Special Builds allowing brands to substantially boost the impact of their OOH campaign.

Our new Special Build research shows that these innovative approaches see an increase in ad recall of 49%, once again signalling that that our builds are hitting key markers in a media campaign.

As we look to the future, the Creative Solutions team is focused on going BEYOND the frame.

We’re excited to continue this journey, creating innovative, authentic campaigns that leave a lasting connection.

Kim-Alexis Caddy, Creative Solutions Director

If you’re ready to take your campaigns to the next level, please get in touch with