Viacom Secures Carling For New Plasma Ad Screens
Viacom Outdoor has secured Carling to launch a network of giant plasma screen billboards across ten key tube stations on the London Underground.
The new electronic poster formats will be the first of their kind to be installed on the London Underground network and will screen a series of different Carling ads throughout the day.
Situated in ticket hall areas, messages can be updated by remote control and can be strategically changed by Carling to suit the mode of the audience they reach.
The year-long campaign, which was devised for Carling by BBJ Communications, will be managed by Poster Publicity. The screens will be located at Oxford Circus, Tottenham Court Road, Leicester Square, Waterloo, Liverpool Street, Piccadilly Circus, Camden Town, Old Street, Clapham Common and Hammersmith Tube stations.
Jon Lewen, business development manager of Viacom’s sales house, Impact, commented: “Our ambition is to innovate and develop new products that allow for greater creativity and sophistication in the marketing of brands. Dynamic billboards can’t fail to attract the attention of Tube travellers, whilst messages that play on the mood of an audience will have far greater relevance and so prove that much more engaging.”
Dave McCarthy senior brand manager at Carling, added: “The plasma screens add an exciting and unique way to talk to young people in London. We now have a bespoke vehicle to talk to people about our brand activity.”
Earlier this year, Carling became the first brand to sponsor Viacom Outdoor’s specially branded buskers across the London Underground Tube network (see Viacom Outdoor Secures Carling For Busking Sponsorship).
Viacom Outdoor: 020 7482 3000 www.viacom-outdoor.co.uk
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