Press release from broadcaster Five regarding this weeks London Underground Cross Track Projection campaign which features a live video stream the streets of New York City !
Five unveils first ever live international outdoor campaign
Five today heralded a world first: the first-ever live international outdoor advertising campaign.
The broadcaster has acquired the use of an entire platform of London’s Oxford Street tube station, onto which it is projecting a live video feed of people journeying though Times Square in New York.
The execution is designed to promote Five’s American-themed digital channel, FIVE USA, and reinforce its strapline: “Are you watching America?”
The week-long live feed will be seen by millions of passengers using the Tube each day. It is being shown on CBS Outdoor’s cross-track projection (XTP) system, which allows high-quality digital images, the size of a 14-foot TV screen, to be projected on to the walls of the platform.
The event was created by London-based creative shop, The Brooklyn Brothers and executed by Vizeum and Posterscope’s innovation division, Hyperspace, which negotiated with CBS Outdoor.
The live poster embraces the channel’s recent brand refresh which was commissioned by Five’s Carl Ratcliff and Nol Davis and crafted by design agency Dixon Baxi.
Five’s Head of Brand Strategy & Marketing, Carl Ratcliff, said: “We have created a bolder, more colourful and energetic brand that better reflects FIVE USA’s aspirations. There is nothing bolder and more impactful than a world-first outdoor campaign that provides a live link between commuters in New York and London.”
George Bryant, Founding Partner of The Brooklyn Brothers, said: “The most original ideas in culture today are a mix of creativity and technological innovation. Quite simply, this is an idea that was not possible even six months ago and we’re delighted that FIVE USA had the guts to commission it.”
Richard Friar, Associate Director – Planning at Vizeum said: “This project challenge the conventions of TV marketing and stretches the boundaries of how brands can use out-of-home as a media channel. It is also pleasing to see that the project has delivered with such strong integration, across a number of stakeholders who have all worked hard to bring the idea to fruition.”
Nicky Cheshire, Sales Director Alive, CBS Outdoor, comments: “With thousands of people passing through Oxford Circus each day, it is a prime location for this innovative campaign. The campaign is another example of how creatives are starting to wake up to the possibilities of using the format. The cross-track environment delivers high levels of consumer engagement and this campaign will take it to a new level.”