Netflix turned to out-of-home (OOH) ads in Toronto to promote the second-season premiere of Daredevil earlier this month, including billboards at Yonge-Dundas Square and a ceiling wrap in the Skywalk between Union Station and the Metro Toronto Convention Centre (MTCC).
Clear Channel Outdoor Canada introduced billboards showcasing the TV series’ main characters—Daredevil, Elektra and the Punisher—on March 7 at Yonge-Dundas Square, Toronto’s busiest intersection. Then, every 48 hours thereafter, the graphics were updated with three-dimensional (3-D) props to depict cuts, bruises and other ‘battle damage.’
Meanwhile, inspired by the Sistine Chapel, IMA Outdoor covered the Skywalk pedestrian corridor’s 15 x 39-m (50 x 126.5-ft) ceiling with 650 m2 (7,000 sf) of fabric graphics, as part of a location domination campaign that also included wall-mounted graphics, digital signs and three video walls.
