LONDON – 28th October 2004 – AGENCY.COM is launching a Transvision screen, running in major train stations across the UK, in support of the latest ATL and interactive campaign from BT.
Targeted at commuters, business people and families, the aim of the campaign is to persuade consumers that they receive more value when making calls with BT and communicating the message that BT customers can talk for up to an hour for only 5.5p.
With a clearly beneficial and persuasive call to action – “It’s amazing what you can do with 5.5p” – the creative team at AGENCY.COM took a typical view from an everyday train journey, to visualise the offer. The image was something everyone waiting for a train journey would recognise and warm to. The cow with the cost sprayed on its side, which runs past the train window, is an unexpected and entertaining, but ultimately relevant vehicle to demonstrate exactly what you can do with 5.5p!
The Transvision format allowed AGENCY.COM to use flash in a unique way that is rarely possible online and is seldom exploited to its full potential. As a result, AGENCY.COM and BT were able to try original, humorous and engaging executions in a space that is traditionally very cluttered and stale.
Transvision is a network of giant LED screens built in key locations at the UK’s largest rail stations. The sites offer a captive, high quality audience with an average dwell time of 16 minutes. The advertising runs on an 8-minute loop so at standard waits, the audience has on average, two opportunities to see the ad.
Neil Williams from Maiden Unique, on seeing the new BT ads commented, “Fantastic. Definitely the sort of creative Transvision was made for!”
Darren Moffett, Head Of Online Communications at BT commented: "BT communication strategy is always about driving innovations and forward thinking. Transvision as a communications medium fits this strategy perfectly and our latest 5.5p message, with its extremely intriguing and entertaining approach, truly delivers on that requirement!"
Bill Brock, Client Partner at AGENCY.COM said: “When developing a creative concept for Transvision, it is essential to capitalise on the uniqueness of the medium in order to set your message apart from the cluttered poster environment of train stations. The BT cow achieves this cut-through by combining a playful premise with a clear and memorable positive brand message.”
Integrating with the ATL campaign, the 30 second flash ad, created by AGENCY.COM, will run on Maiden Unique’s Transvision screens in all the main London stations, Edinburgh, Leeds, Birmingham and Manchester.
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For further information please contact:
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t: 020 7964 8218
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* Art Director/Copywriter Team - Steve Bartlett & Paul Campbell; Creative Director - Scott Bedford; Designer - Karl Reynolds
Published on: 12:00AM on 28th October 2004