CBS Outdoor has developed a new advertising format using electric paper technology on its superside bus panels.
Listerine will be the first ever advertiser to use the new format, running a London-based campaign on both traditional panels and electric paper panels to support their television activity. The electric paper panels go live this week.
The electroluminescent panels are paper thin, triple laminated panels that illuminate once an electrical current passes through them. The illumination can be controlled to produce different effects and sequencing.
Peter Charlton, national sales director, CBS Outdoor, said: “Listerine are amongst a growing number of FMCG clients who have recognised what bus advertising can do for their brand. It is great that Listerine have also pushed the creative boundaries and are the first to use electric paper on supersides.
“Their continued use of the medium coupled with this new technology will deliver them huge stand-out on London’s streets.”
Patricia Chatfield, communications planner, Carat, said: “The electric paper panels are another innovation for the outdoor medium.
“They have provided Listerine with the perfect opportunity to demonstrate brand leadership by being the first advertiser to use this format, whilst also providing traditional bus side activity which is integral to our overall communications plan.”
