Diageo, the drinks and food giant, is backing the launch of a new advertising medium called Translucis, which enables advertisers to target 18- to 24-year-olds in bars, pubs and clubs.
Translucis is a network of plasma screens that is being tested in 40 outlets around the country ahead of a national roll-out from the beginning of next year. About 1,000 outlets are expected to be up and running with the screens by the end of 2001.
The screens will use m-cast, the digital advertising and promotional technology developed by Info-Onscreen. They will feature advertising and other brand communication as well as entertainment in the form of art, short films and other visuals. There will be no sound facility because of noise levels in bars and clubs.
Sue Aitken, a former manager at FCB and founder of Renegade, has been appointed as the media director of Translucis. The new medium is targeting drinks advertisers and non-drinks brands who are keen to reach the elusive 18- to 24-year-old out-of-home audience.
Brands in the fashion, lifestyle, technology and media sectors are key targets for Translucis. The electronic point of sale research system will be used to show the correlation between a brand's exposure on screen and its sales at the bar.
Aitken said: 'Translucis offers the ability to recapture a generation of bar culture youth that has been lost to TV advertisers. Test results indicate significant sales increases for the brands promoted.'
Translucis is an independent company backed by Diageo, the parent of brands including Guinness, Smirnoff and Burger King.