The TV channel British Channel 4 will 'seize' the eve of New Year entire network of digital signage that CBS Outdoor has in the London Underground, in another demonstration of the ability of digital out-of-home (DOOH) to provide advertising campaigns well married to a special event.

Hundreds of thousands of Londoners traditionally come every year so to the heart of the city, and particularly to Trafalgar Square to celebrate the arrival of the New Year. Thus, over New Year's Eve and in the early hours of New Year's Day, CBS Outdoor and Channel 4 van a poner en marcha una campaña de gran impacto a través de 1.420 pantallas digitales de alta definición en las estaciones del metro de Londres. En una iniciativa sin precedentes, la campaña se centrará en los juerguistas de Año Nuevo, con tres diferentes formas de contenido centradas en el período previo a la medianoche, en la misma medianoche y después de la cuenta atrás del Año Nuevo.

Thanks to the flexibility of digital panels escalators, LCD panels and projection screens crossing via CBS Outdoor, Channel 4 will offer citizens an exclusive content of the New Year's Eve with lots of famous faces chain, including stars of four of the most relevant programs Channel 4 that are to start broadcasting soon: the Bank Job, New Girl, the Mash Up and Alan Carr's New Year's Eve Specstacular.

Digital movies 'Party Carriage' 40 seconds will be issued from 6 in the morning of New Year's Eve until the early hours of January 1, 2012.

Planned and booked by OMD and Posterscope, the campaign builds on the success of a recent campaign Channel 4 News CBS Outdoor, which projection screens crossing route used to deliver news updates live for Travellers.

Jason Cotterrell, director de CBS Outdoor en Reino Unido, ha comentado: “La presencia de Channel 4 en todo nuestro patrimonio digital en el centro de Londres demuestra la flexibilidad creativa, el alto impacto y el alcance de público que nuestras pantallas pueden ofrecer. Esto permitirá a los broadcasters contactar con la gran cantidad de juerguistas que viajarán en el metro de Londres en la víspera de Año Nuevo, como parte de una campaña única que nunca se ha hecho antes”.

For his part, Director of Marketing, Sarah Owen, noted that "it is fantastic that we were able to bring all our friends at Channel 4 in this campaign showing a preview of the new programming of January."

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By • 23 Dec, 2011
• Section: Digital signage, Dynamic advertising

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