Levi’s last week became the first advertiser to buy CPA Scorah’s
talking poster sites.
Starcom Motive’s international media manager Leticia Garcia and head of
outdoor Steve Parker brokered the deal with CPA managing director Carl
Pickford. The deal provides Levi’s with approximately 100 talking
posters in the washrooms of pubs, bars and clubs.
The ads running on the sites are an extension of the cross-media
campaign for Levi’s Twisted Engineered Jeans range. Creative is by
Bartle Bogle Hegarty.
The talking posters are a new phenomenon. A recorded voice is activated
when someone gets close to the poster. A 20-second execution is then
played, one for women and a different one for men. ’People have been
biting my hand off for these posters,’ said Pickford, who is negotiating
to secure more sites, ’but Levi’s was first to sign on the dotted
Venues for the sites, which will carry the Levi’s ads for a month,
include the Hippodrome, Camden Palace, the Sun and 13 Cantons, Brixton
Academy, Cream in Liverpool, and the Aqua Bar and Cafe in
Garcia said: ’The innovative twist to this media vehicle fits the
’Twisted original’ campaign perfectly. We can communicate the product
USP in a highly targeted environment, and provide our young audience
with entertainment at the same time.’