THE BOOK OF LISTS: The 10 Best Outdoor Innovations
campaignlive.co.uk, Tuesday, 17 December 2002 12:00AM
1. ADSHEL'S LIVE LINK LED SCREENS
Clear Channel's Adshel division launched the first LED advertising screens that could be changed in minutes. The company's first ever LED screen went live at the beginning of February in the Broadmead Shopping Centre, Bristol. The LED screen is the first in the UK to have a live link, enabling rapid copy and creative changes. Go and Microsoft X-box are among the first advertisers to book the LED. Four more LED screens followed later in the year.
2. JCDECAUX'S CHAMELEON
This innovation launched in February and allows different images to be displayed on any large backlit format between night and day. Mesh technology blocks out the backlit image during the day but come darkness the poster shines in all its glory. Nissan seized on the idea for the launch of Primera, with different copy for night and day, while the comedy film American Pie ran two ads - one with the girls from the film shown fully clothed and one with them naked. These accelerate the move towards poster sale by daypart.
3. JCDECAUX'S JUKEBOX
This system trialled in August with the Party in the Palace CD being played at a bus stop on Tottenham Court Road. Ideally suited for music compilations, the beauty of the Jukebox is that passers-by can interact with the poster and chose which tracks to listen to. The technology can be installed in any bus shelter and must surely become an integral part of any sonic campaign that allows interactivity.
4. JCDECAUX'S SONIC BUS SHELTERS
JCDecaux's Sonic bus shelters launched at the beginning of the year with a campaign from Purdey's. Although a poor cousin to the Jukeboxes, consisting of just music on a loop, they can be used to great effect as Purdey's proved with its combination of wind chime music with birds singing and owls hooting, depending on the time of day.
5. JCDECAUX'S SPANGLEYS
George Michael used this technology for the launch of his Frrreak! album. These large format posters consist of rows of discs that are hung on a pin, which is attached to the poster. When there is any wind movement the Spangleys move, creating a rather shimmering poster.
6. VIACOM OUTDOOR'S BUS LED SUPERSIDES
Viacom Outdoor developed these sites specifically to launch Scorpion KO for Nike, The LED bus sides allow updated copy and an illuminated moving image on the side of buses for the very first time.
7. JCDECAUX'S UV
Using a combination of paper and poster technology this system is suitable for any large format poster. The poster is printed with ultra-violet ink and an ultra-violet light above it makes it stand out. An ultra-violet billboard was used outside the Big Brother house and other advertisers to adopt it include Singapore Airlines.
8. JCDECAUX'S BOLTS
In London, some of Decaux's 48-sheets had "bolts" made out of wood with vinyl finish to look like metal attached to them. These were used to bolt on wooden wings displaying details of O2's Bolt On tariff. A clever innovation that could be used by other advertisers.
9. VIACOM OUTDOOR'S DRAFT SCREENS
New to the Docklands Light Railway these make use of the glass screens between the door and the seats. Launched towards the end of the year they were used in the campaign for the Russell Crowe film A Beautiful Mind.
10. VIACOM OUTDOOR'S XTP
Viacom Outdoor's new system of projecting ads across the track and on to screens on the London Underground walls failed to happen this year after the company making the projectors went bankrupt. But full marks to Viacom Outdoor for trying. The industry eagerly awaits its return.
This article was first published on campaignlive.co.uk
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