TDI launches illuminated bus posters to fight roadside ads SBHD:

The world’s first illuminated bus posters, featuring a campaign for Yellow Pages, are about to take on roadside billboards. TDI, the poster contractor for buses and the London Underground, is using “electric paper”. The paper lights up when an electric current is passed through it – giving the impression it has been lit from behind – but without using bulbs. The technology is activated by a DC battery pack attached to the buses’ engine batteries, and has already been used on smaller products such as mobile phones and drinks dispensers in pubs and bars. TDI teamed up with Leaside Buses and Altered States Visuals to adapt the illumination system for use on posters between dusk and dawn, when the buses’ headlights are switched on. Mike Baker, marketing director at TDI, comments: “Illuminated bus posters will enable bus advertising to compete on equal terms with roadside posters, which benefit from illumination.”

X-UIDL: 902490320.000

Date: Wed, 5 Aug 1998 17:08:02 +0100

From: (Thomas Peffers) To: (Biswadip Dasgupta) Subject: missing data

Tony Burrell, consumer promotions manager at Yellow Pages, says: “In keeping with our reputation for media innovation, Yellow Pages wants to be the first advertiser to use this creative medium.” The illuminated campaign runs for one month on ten Routemaster buses, which serve London’s West End. Creative work for the posters was produced by Abbott Mead Vickers.BBDO and the campaign was booked by New PHD through Outdoor Connection.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now


Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email

If you are looking for our Jobs site, please click here