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.”

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

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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.

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