CBS Outdoor UK and Channel 4 will launch a high impact campaign across 1,420 Digital screens this New Year’s eve, throughout central London Tube stations.
Using the flexibility of CBS Outdoor UK’s Digital Escalator panels, LCD panels and Cross-track Projection screens the campaign will target New Year’s revellers with three different forms of content in the lead up to midnight, at midnight and after the New Year countdown.
Channel 4 will provide commuters with exclusive New Year’s Eve content featuring a host of famous Channel 4 faces, including stars from four of Channel 4’s biggest forthcoming programme launches; The Bank Job, New Girl, The Mash Up and Alan Carr’s New Year’s Eve Specstacular.
The 40 second ‘Party Carriage’ digital films will be live from 6am on New Year’s Eve through to the early morning on January 1st 2012.
Jason Cotterrell, Country Director at CBS Outdoor UK told us “Channel 4’s domination of our entire central London digital estate demonstrates the creative flexibility, high impact, and audience reach our screens can offer. This will allow the broadcaster to engage with huge volumes of revellers travelling on the London Underground on New Year’s Eve, as part of a unique campaign that has never been done before.”
Planned and booked by OMD and Posterscope, the campaign builds on the success of a recent Channel 4 news campaign with CBS Outdoor UK, where Cross-track Projection screens were used to bring live news updates to commuters.