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Media 1st as BT books specials using electrolight on giant billboards

20 February 2008

In one of its largest ever outdoor campaigns, BT has booked an innovative specials campaign on billboards. In a media first, electrolight technology will be used on JCDecaux’s giant Première 500 billboards, creating the illusion of movement in the poster.

The eye-catching outdoor campaign will run for two weeks from 25th February and was planned by Source, booked by Hyperspace/Posterscope, and the creative agency was AMV. As part of a multi-format outdoor campaign that will promote BT’s new free weekend calling plan on landlines, BT has booked a nationwide campaign that comprises over 2600 billboards including the Première 200 and Première 500 format, in addition to Underground, rail and bus posters. On the 4 Première 500 specials a custom-built electrolight badge will cover the screen of the mobile phone depicted in the poster. When a charge is passed through the ink, the screen of the phone will light up and flash the words, “free weekends”.

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.