Vehicle screens bring the bad news to Labour Party
Just hours after Britain’s biggest daily newspaper withdrew its backing from the governing Labour Party, digital screens mounted on the sides of trucks were bringing the news to the party’s annual conference.
The Sun newspaper, owned by Rupert Murdoch’s News International, made headlines when it said it would no longer support Prime Minister Gordon Brown’s Labour and would switch its allegiance to the rival Conservative Party.
At 7am on the same day, two Digiadvans from SA Screen Media were hired by the newspaper to drive around the location of the Labour conference in the southern seaside city of Brighton, carrying The Sun’s message “We’re Feeling Blue” – a reference to the traditional colour of the Conservatives.
It was a high-profile campaign for the Digiadvans, which have recently been used by clients as diverse as the Ovarian Cancer Action charity, Blaenau Gwent Police in Wales, and retailers Boots in France and Tesco in Ireland.
“Our USP is to have the ability to target audiences closer than any other outdoor company,” SA Screen Media MD Scott Anthony told SCREENS.tv.
SA Screen Media, which currently has offices in Amsterdam, Paris, Frankfurt and Florida as well as Britain and Ireland, is planning to roll out the units worldwide over the next five years.
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