Sony Ericsson is to launch a new digital outdoor advertising campaign in London on 3 October using pioneering new technology known as e-motion. The manufacturer claims it is the first campaign of its kind in the world.
Nine panoramic, interlinked LCD digital screens on a scale of 9mx1.6m, will transform Euston Station’s concourse into a massive digital media space. The campaign is to support the launch of the Sony Ericsson Xperia Ray.
Sony Ericsson’s said its campaign is changing the face of outdoor advertising, using innovative digital technology from JCDecaux in a railway environment to capture the attention of millions of commuters that pass through the station every week.
The 20 second advert centres around the ‘20:22 moment’ – the time between work and play, where perfect pictures can be taken in low light thanks to the Exmor R for mobile sensor. This innovative Sony camera technology, found in the Xperia Ray, helps people capture their perfect 20:22 low light moment, wherever they are.
The creative uses all nine screens together to tell an integrated story in a ‘wrap around’ experience as images move across one screen to the next. The end frames of the advert have also been designed to play a tailored message for individual screens, to deliver maximum impact. The advert will run for two weeks.
Sony Ericsson UK marketing director David Hilton says: ‘Sony Ericsson is one of the launch partners for this groundbreaking digital outdoor campaign. We’re always looking at new and exciting ways to inspire and entertain consumers, and this digital media space in the heart of one of London’s busiest stations provides a great opportunity for advertisers. Until now, this concept has been largely unexplored and it’s about combining creative with technology to give commuters a unique experience that they’ll never forget.’