Sony first to use new outdoor advertising format

The digital escalator crown bank, developed in conjunction with JCDecaux, is a series of 32-inch HD LCD screen panels, which run on the wall above the handrail of the escalator. They are particularly effective for projecting animation campaigns, so that images can appear like a ‘movie on the move’ to travel alongside the escalator passenger.
 
The first campaign is for Sony’s Vaio Z personal computer series, supported with audio effects and poster extensions, created by BBDO and media partner MEC.
 
Sony department manager Steven Chu said: “we are just about to launch this new notebook product, as our digital customers would appreciate our innovative digital advertising execution.”
 
The minimum media budget for this new format is HK$95000 per week for at least a three-week placement.
 
The average daily passenger flow in MTR is 200,000-300,000.
 
MTR and media partner JCDecaux are hoping to extend this new advertising format to other high traffic stations in Hong Kong later this year.