Owned by Viacom Outdoor, XTP uses a projector suspended above the train
platform to project large-format moving images onto a blank wall. No
sound is used.
Beck's is one of ten advertisers to trial the medium for a month at
Euston Station from April 8. It has developed moving executions of its
print campaign with the theme 'The bottle reveals the drinker'.
The four ten-second ads, by M&C Saatchi, expand on the current press and
poster campaign, which suggests that the state of the pictured bottle
reflects the state of the drinker. 'Photographer (amateur)' shows a
bottle of the Scottish Courage lager drifting in and out of focus.
Other brands using XTP include Tropicana, Vodafone and BT. The screening
time will be split between all ten brands. When the 100 screens launch
in June, advertisers will be able to book 300 showings per screen per
day.
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