Carling Lights Up Major London Music Event
Carling has announced plans to launch a major outdoor advertising campaign, promoting one of the biggest music events to hit London in 2006, “Carling Live 24”, using innovative 6-sheets with specific creatives that light up in sequences.
The “Carling Live 24” campaign will use posters produced by EL International and outdoor agency Kinetic feature the call to action to “Give 24 hours of your life to live music” – with each one of the statements lighting up one after the other.
The outdoor activity is part of a multi-media campaign that also incorporates press, radio and online-activity. Transvision screens at train stations and digital screens in bars will also be used to reach Carling’s target audience of 18-21 year old men.
The outdoor elements of the campaign, running from 27th March to 23rd April, will also use roadside 6-Sheets as well as 4-Sheets, 6-Sheets, escalator panels and digital escalator panels on the London Underground.
Commenting on the campaign, Paul McCormack at Kinetic said: “We worked closely with Carling and Vizeum to ensure that the message connects with our core audience whilst on the move and also in the types of destinations providing the greatest resonance with the unique Carling Live 24 event.”
“Carling Live 24′ features 24 hours of live music from 7pm on Friday 28th April to 7pm the following Saturday. The event consists of 19 bands, spread across 8 different venues in London, with the 8 venues specially chosen to allow audiences to see each headline act back-to-back throughout the 24 hours.
Kinetic recently announced plans to launch a new study into consumer consumption and interaction with out of home media, utilising GPS technology to determine how best to target outdoor campaigns (see Kinetic To Launch Out Of Home Effectiveness Study).
The study, dubbed Kinetic People, is being spearheaded by the company’s new senior analyst, Daryl Bloomfield, who joins from Mediaedge CIA’s MediaLab to bring new skill-sets and resources to the Immediate Intelligence division.
Kinetic: 0207 544 4600 www.kineticww.com