CBS Outdoor readies 24 escalator promotion

by Sarah Crawley-Boevey, Media Week 19-Sep-07, 12:25

LONDON - Twentieth Century Fox is using CBS Outdoor's portfolio of digital escalator panels to promote the latest DVD release of hit show 24.

The campaign will feature the show's central character, Jack Bauer, in moving footage that will see him appear to run up the stairs alongside the escalator.
In the background of each screen is the message, which will move into the foreground once the character has run onto the next panel.

Grand Visual created the content, which changes every hour to reflect the real-time style of the programme, using HD technology with poster artwork by Tea.

The campaign was placed by Gen OMI and Vizeum.
Claire Mallender, brand manager of TV at Twentieth Century Fox, said she was keen to use a high-impact campaign that had "cutting edge appeal" to the product’s target audience.
"The escalator panels lent themselves perfectly to convey the energy and fast-paced action of 24," she added.
Nicky Cheshire, director of the Alive digital division at CBS, said advertisers were now placing greater importance on the day part or time-specific advertising that the digital panels can offer.