When is a car not really a car?
Answer: when it’s a virtual car in what is the first UK 3-D poster
campaign with technology brought over from Hungary.
Yes, invented by the same Hungarians who brought us goulash and Rubik’s
Cube. They’re now stirring the pot in outdoor advertising.
Chances are if you motor around a fair deal that by now you’ll have
glanced at one of over 100 48-sheet poster sites spread across major
conurbations heralding the arrival of the delightful new Peugeot
206.
As you cruise - or in the case of Earl’s Court, crawl - by, you’ll
notice specially moulded ads depicting 3-D Peugeot 206s sticking out at
you like they were the real McCoys.
You’ll catch the 3-D shape from virtually any angle but the best view is
moving slowly, face on, clearly visible both by day and night.
Now think of the benefits. Even though the poster sites had to be
specially adapted and reinforced to showcase these high-tech posters,
you don’t have to hang up a real car to create visual impact and you get
to save absolutely bundles on Superglue and the hire cost of a
crane.
This Peugeot 206 campaign has been developed by Initiative Media in
association with outdoor specialist Concord, with imported technology
from the 3-D Poster Company in Hungary.
At a time when creative use of media is important to achieve impact,
it’s a great move for Peugeot to be first with this impressive 3-D
technology in the UK, because it’s saying the right things about the
car.
The car is new, it’s innovative and it’s hitting the streets right
now.
Judging from the impressive debut of these 3-D ads, I’ve a feeling
they’ll be more outdoor 3-D coming our way for 1999.
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