Sony launches digital ad campaign for tube

by Natasha Vuckovic, Media Week 27-Feb-06, 12:42

Sony’s Bravia range of Freeview-enabled digital TVs will be advertised from today on digital escalator panels (D-EPs) at Tottenham Court Road tube station in a campaign developed by Viacom Outdoor and Tonic.

The 30-second advert, in which 250,000 colourful balls bouncing down San Francisco hills, has been recreated to capture the movement of individual balls as they bounce down 66 D-EPs running down both sides of the escalator.

The panels are linked so the images will be transferred from screen to screen.

The campaign runs for two weeks and the Tottenham Court Road site was chosen for its proximity to many electronic retailers.
Jon Lewen, digital account director at Viacom Outdoor, said: "We've been working alongside advertisers to help them exploit the full potential of D-EPs as a high-end creative medium. They've proved that they are a highly effective way of captivating consumers on the move."