Dubbed by the agency as the world’s first TV bus, the vehicle took more than 1,000 hours to create and features a 36-square metre screen as well as using more than 230,000 light emitting diodes (LEDs). It will be touring the capital during April for 15 days giving passers-by the opportunity to connect with the new broadcasting channel.
Live and pre-recorded content promoting the channel will be projected onto the three-metre-tall screen, accompanied by a six-kilowatt, on-board sound system. Members of the public have also been able to use the screen to project photos of themselves.
Content has been produced and will be controlled throughout the tour by digital out-of-home agency Enigma.
Anthony Ganjou, founder of Curb, said: "When a client asks us for ideas, sometimes, we have ideas that aren’t even yet possible, like when we cheekily helped Paddy Power crash the Ryder Cup with a campaign in which tweets were sky-written in the air over the course in real-time.
"With the cinema screen bus, we’re going one step further and have created something that not only delivers a unique campaign, but an entirely new way for brands to reach an audience through extraordinary content and social experiences. We’re proud to be involved with the launch of London Live and double-decker buses are one of the most iconic sights in the capital."
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