Travellers on the London Underground this week met with a stunning 360 degree advertisement at Oxford Circus tube station for The Great Gatsby movie. The promotion incorporated digitally printed floor applied graphics and large-format graphic wall panels produced on a digital flatbed with flexible UV cure inks printing onto polymeric base media. The graphics were then protected with a propriety laminate and incorporated crystalline aggregate.
The graphics system, developed by Applied Media, has enabled designated floor areas within the London Underground network to be brought to life as giant out of home media opportunities, now an integral part of the CBS Outdoor UK underground inventory.
The development at last makes the 360 degree experience possible within the tube network. It follows close collaboration between media owner CBS Outdoor UK, and Applied Media to gain approval from London Underground for floor applied advertising graphics.
The Applied Media product performance characteristics and technical certification set it apart from traditional floor media. The panels, which can be tessellated to any size, are extremely durable under high pedestrian and even vehicular traffic, slip resistant and are easily removed at the end of a campaign.
Last month TBWA/London and Manning Gottlieb OMD had also utilised the Oxford Circus station domination experience to promote the Juke and highlight the new Nissan connect technology.
Business development director for Applied Media, Larry Walsh, said: “Within the tube network we are used to seeing advertisements on the vaulted walls and ceiling. With our versatile system, which was also adopted to create unmissable branding at this year’s BNY Mellon Boat Race, we can now complete the circle and help create a full 360degree experience within the underground.
“The base technology employed in our heavy duty floor graphics stems from our parent company’s highway experience who last year worked with TfL to deliver 120 kilometres of temporary games lanes for the 2012 London Olympics and Paralympics.”
www.appliedoutdoormedia.com