JCDecaux

O2 is launch advertiser on poster that is transforming outdoor advertising

23 April 2008

April 2008: In a media first, O2 will be the first advertiser to run a national outdoor campaign using the new Hi-Definition poster format that is replacing traditional paper-and-paste posters. Planned and booked through Zenith Optimedia and Meridian Outdoor with creative by VCCP, the two-week outdoor campaign from 23rd April will include 200 Hi-Definition poster sites from JCDecaux. In a move that is transforming the outdoor industry, JCDecaux is replacing all 10,000 paper-and-paste billboards with the new more environmentally friendly Hi-Definition billboards. This one-piece, recyclable vinyl poster format provides a vastly superior display with vivid colours and clarity of reproduction. Brian Caulfield, Client Director, Meridian Outdoor said, “There is no doubt that replacing paper-and-paste with this vibrant new Hi-Definition poster will pay dividends in terms of the quality of the display as well as the speed of posting. We are delighted that 02 is using this new format as part of their high-profile advertising campaign.” Spencer Berwin, Managing Director of Sales for JCDecaux said, “This is a hugely important step forward in outdoor advertising moving paper-and-paste billboards to the history books. O2 is the first client to use Hi-Definition in a national campaign. This not only sets a new industry standard for outdoor with a massive increase in display quality on the street but also has environmental benefits.” O2 will use the Hi-Definition poster sites as part of a wider Outdoor, TV and cinema campaign.