The Trivision format, also known as Prismavisions or Ultravisions, use rotating triangular prisms to enable the media owner to show three different creatives on a single site.
Since the beginning of 2010, JCDecaux has converted its 150 Trivision billboards into digital, high-definition vinyl, Première or scrolling billboards, and it invited Beattie down turn off the final screen at Tottenham Court Road, London, last Thursday.
Beattie, founding partner of ad shop Beattie McGuinness Bungay, said: "It gives me great pleasure to switch this last Trivision off. I love the idea of switching something off – sort of unlaunching it. I want to say thank you [to JCDecaux] for being bold enough to take me up on my challenge."
The fading format was launched at Waterloo Station in 1980 by Maiden Outdoor, latterly Titan Outdoor, which was bought by JCDecaux last year. JCDecaux started using the format in 1983.
The scrolling billboards are still used by outdoor media owners Primesight and Clear Channel Outdoor, although a spokesman for Primesight said it was planning to phase out the format over the coming months.
Clear Channel still has around 300 examples of the format, which it calls Trionics. A spokeswoman said: "We’re constantly reviewing our inventory and new technologies so, where appropriate, old Trionics are being phased out or being updated.
"There is still merit in some locations – where there is scarcity of sheetage you have three faces instead of one."
At the Cannes Advertising Festival in 2003, Beattie asked to be invited to the "opposite" of the inaugural bash for the Trivision format and asked to be there when they "do the opposite of cut the ribbon".
Beattie said: "Neither me nor my clients want to see our ad shredded into a hundred little strips and revolved around at a rate of knots, only to be replaced by a big silver car four seconds later or some awful airline ad."
.jpg)
.jpeg)