Today, an interactive theatrical activation with Warner Bros. Discovery and Kanal 5 on The Elite at Birger Jarlsgatan 29, one of Stockholm’s most prominent large-format digital landmarks within ASPACE’s premium Triads network. Promoting the launch of the new series Jagad, the campaign combined large-scale architectural projection mapping with a custom-built arcade controller installed at street level, transforming the entire building facade into the largest playable arcade game ever staged in Sweden. The activation ran for three consecutive evenings (Feb 26–28) at 100% Share of Voice (SoV) as a full block domination, fusing creative spectacle with transparent, real-time measurement via ASPACE Vision and FACIT.
Located in the heart of central Stockholm, The Elite is engineered for brand theatre. Large-format, full-motion creative with commanding sightlines and continuous pedestrian flow. For Jagad, the campaign transformed the entire facade into a live arcade screen, with passers-by able to step up to a custom-built controller on the pavement and play the game projected on the building above them. On premiere night, visitors experienced the activation alongside two of the participants, Maria Montazami and Hans Brontén, who joined on site. The format turned a media placement into a destination, moving Out of Home from passive exposure into something the audience could physically participate in.
Performance reflected the strength of the format. The activation delivered 411,775 RAC (Real Accurate Contacts) across three evenings, with 25,648 unique contacts. Most striking was the average view time: 23.57 seconds per contact, with 168 hours of total measured viewing time. For a medium where attention is typically counted in fractions of seconds, that figure speaks directly to what interactivity does to engagement. When audiences can play, they stay. Audience composition skewed toward the 25–34 age range (27.5%) with a 40/60 female-male split.
This activation is a clear example of what high-impact DOOH can deliver when the physical canvas, the creative concept and verified measurement are designed together. For entertainment clients launching new content in a crowded media environment, the ability to combine block-scale presence with genuinely interactive audience experience offers a direct line between brand spectacle and accountable performance. With a measurable answer to one of the format’s core questions: how long do people actually stay with the message.
ASPACE is a Stockholm-based adtech company specialising in Privacy by Design, AI-powered audience measurement for DOOH and in-store Retail Media. ASPACE Vision™ is deployed across out-of-home and retail environments in Sweden and internationally, providing real-time, verified campaign data through the FACIT analytics platform.
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