Subway movie ads rise to the streets
November 6, 2005
The cool new thing several years ago was movie-like ads that New York subway riders could see flashed on tunnel walls.
The ads were actually long rows of lighted boxes displaying frame-by-frame motion-picture clips. As the train passed by, the pictures seemed to move, as in a child’s flipbook.
Now its inventor, Submedia, is taking it to the streets, literally, on Nov. 1 rolling out a campaign for the 2006 Lincoln Zephyr mid-size sedan. The ads will be featured on five 60-foot-long displays throughout the city.
The displays will be mounted on existing construction scaffolding. Passers-by will see a 15-second spot for the new model, taken directly from TV commercials.
Among other advantages, beyond the attention-getting, is that this newest street-level twist offers great savings on creative, says Submedia CEO Peter Corrigan. The great thing is you’re repurposing your TV ad. Ninety percent comes from broadcast creative.
Corrigan thinks the venue works best for automotive or entertainment but says it’s suited for any products where movement is part of the sell.
Every TV commercial shows a car moving, he says. You can’t do that on a billboard. Cost: A month with creative on all five displays is priced at $150,000, plus $10,000 for production.
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