Agency: Fallon London
By MORGAN HOLT, campaignlive.co.uk, Friday, 15 August 1997 12:00AM
Channel 4 is pulling down its hoarding in Waterloo station and
replacing it with a four-screen poster that interacts with commuters via
their mobile phones.
The old-fashioned LED that displays Channel 4 listings will make way on
15 September for four Fujitsu screens controlled by a Silicon Graphics
computer that is linked to the telephone network.
By dialling an 0800 number, computers can listen to live broadcasts as
well as play games visible on the displays.
Wendy Lanchin, Channel 4’s head of marketing, said it is the games that
will be most likely to keep people watching. The fourth screen of the
digital hoarding will be showing Pong, the 70s tennis game that gave
birth to the electronic games revolution.
Up to ten players can use the keys on their phones to control the ’up’
and ’down’ movements of the on-screen icons.
The other screens will show live broadcasts, listings, Channel 4’s
programming and a mixture of third-party content - all with individual
audio that can only be accessed through the phone.
Julian Ellison, director of Red Fig, the London-based company that put
the idea to Channel 4, sees a phone-based future for advertising, partly
because the audio is so personalised, but mainly because of ease of
’Everyone has a phone, so no-one needs to buy anything. We can get up to
30 people dialling in and there’s no reason we can’t increase that if we
need to,’ he said.
He added that the poster can also record every keystroke and telephone
number, giving it an individuality, interactivity and accountability
that the Internet could only hope for.
This article was first published on campaignlive.co.uk