The campaign, created by McCann Erickson and produced by their digital division Chrome and MRM, extends Intel’s online Intel Studio activity onto Digital Escalator Panels (DEPs) and Cross Track Projection (XTP), providing consumers on the move with real-time content updates.
The Intel Studio website encourages people to create, enjoy and share their music digitally. The Studio allows unsigned bands to upload tracks which other site visitors can then listen to and rank according to their favourites. The best acts as voted for are then offered support slots at a series of Intel Studio gigs.
McCann Erickson created bespoke content for the DEP screens where they will link to the Intel Studio site and then reveal the current top 5 bands across various music genres. Each DEP will track a different music genre and provide the chart for that type with the actual band names, chart positions and band photos pulled in live from the Intel Studio website each time the ad runs. The chart as shown on the DEPs will change following real-time voting trends.
The campaign is the fruit of a competition run by CBS Outdoor to find the most innovative campaign for its new digital advertising formats on the London Underground and to demonstrate the power and versatility of the new technology.
Jon Lewen, Account Director at CBS Outdoor’s Alive said: “ McCann Erickson stole the show with this creative campaign, which shows the extent to which new digital outdoor formats can converge with other media channels. Digital outdoor is the hottest new advertising medium around, so it’s exciting for us to see the flexibility of the medium starting to be used to such effect with bespoke treatments such as this.”
Mark Fallows, Director of Digital Content at McCann Erickson added: "Pushing the boundaries of what is possible using emerging digital outdoor technologies demands that we work more collaboratively with media owners. For us CBS Alive have been the perfect partner. Not only do they take creative ideas as seriously as we do, their great range of formats offer us complete creative flexibility . Working closely with the CBS team in the early stage of the creative development process allows us to maximize the creative impact of our work, and make the most the medium for our clients"
The campaign, planned by OMD, will run for two weeks across West End DEPs and XTP from 11 September.
« Back to news
Alive CBS Outdoor 28 Jamestown Road Camden London NW1 7BY
020 7482 3000