BT will be the first advertiser to use new billboard technology that allows movement in posters.
The electrolight technology will allow BT to flash messages up on the poster to promote its free weekend calls. A campaign, which breaks on February 25, will feature a giant mobile phone with custom-built technology in the screen; a charge is passed through the ink and screen to create the message.
JCDecaux says the campaign is a “media first”. It will appear on four of the outdoor company’s giant “Premier 500” billboards, and is part of a wider campaign comprising 2,600 billboards and underground, rail and bus posters.
The campaign was planned and booked by Source, a specialist arm of the Posterscope Group, and AMV. BBDO developed the creative.
Electrolight is a vinyl display that uses electro-illuminescent technology. It is programmed to display special lighting effects in a sequence, which can light up slowly, flash or pulsate.