Smirnoff vodka will be the world’s second advertiser behind Levi’s
to use the new talking poster technology introduced by CPA Scorah.
CPA managing director Carl Pickford confirmed the United Distillers and
Vintners brand has been booked to appear in washrooms around the country
from 1 July, when 500 of the posters will have been installed.
The hi-tech sites, devised by CPA, are believed to be unique and can
deliver an advertising message of up to four minutes in length.
They combine a light sensor, battery, sound chip and a honeycombed back
frame that acts as a speaker.
The sound chip can be programmed to offer a different message every week
- a feature Smirnoff’s creative agency J. Walter Thompson is believed to
be interested in for the pounds 750,000 campaign.
Levi’s occupies the 100 sites currently in operation, but the response
from other advertisers, including mobile phone operators and record
companies, has been ’unbelievable’ according to Pickford.
He is hoping to increase the number of sites to 1,000 by the end of the
year, but says the craze for talking posters will stop short of having
more than one in each washroom - which means a maximum of 2,500 across
Levi’s deal, p6.