HEATHROW EXPRESS is teaming up with the innovative Canadian company
SideTrack Technologies to offer an advertising first in Europe. Where
now passengers if they look outside they see little more than their
reflections when travelling through the tunnels at Heathrow, they will
be treated to a series of illuminated images which turn into animated
film as the train passes along at speed. All of the windows light up
from the ”videowall” effect upon the tunnel sides. Working much like a
child”s flip book, the hi-tech system created by SideTrack
Technologies, uses approximately 400 static printed images stretching
around 1,500 feet. The train”s motion in synch with a proprietary
lighting system creates a 15 second, ”television-like” commercial.
The claim is that the sheer contrast between the ads and the blank
walls, combined with the lack of competing advertisements within the
tunnel produces some of the highest recall rates ” nearly 80% ” of any
advertising media in its target market. Will it happen on the London
Underground? Our photo shows a typical picture from the Boston Metro
which has the system.
http://www.heathrowexpress.com