Leading media owner CBS Outdoor has developed a new high-impact advertising format using electric paper technology on its superside bus panels.
Listerine are to be the first ever advertiser to use this innovative format, recognising the power of bus advertising to run a London based campaign on both traditional panels and electric paper panels to support their television activity. The electric paper panels go live today on Monday 15th February.
CBS Outdoor’s Electroluminescent Panels are paper thin, triple laminated panels that illuminate once an electrical current passes through them. Dependent on the creative, this illumination can be controlled to produce different effects and sequencing to create stand-out and capture the attention of commuters in a proximity environment.
This lighting effect is created when phosphor crystals with coloured overlays are sandwiched between conductors. As a current is applied, the crystals charge and emit light through the printed overlay.
Peter Charlton, National Sales Director, CBS Outdoor said:
“This campaign planned by Carat and Hyperspace is another example of the growing number of FMCG campaigns that recognise what bus advertising can do for their brand. It is great that Listerine have also pushed the creative boundaries and are the first to use electric paper on supersides. Their continued use of the medium coupled with this new technology will deliver them huge stand-out on London's streets.”
Patricia Chatfield, Communications Planner, Carat, said:
“The electric paper panels are another innovation for the Outdoor medium. They have provided Listerine with the perfect opportunity to demonstrate brand leadership by being the first advertiser to use this format, whilst also providing traditional bus side activity which is integral to our overall communications plan.”