Four full-motion, digital landscape screens have been unveiled at Liverpool Street Station in London as JCDecaux continue their impressive series of digital rollouts (lest people forget that the four digital billboards at Old Street EC1, London will soon also be unveiled).
This is all part and parcel of JCDecaux and Network Rail’s vision for the future of rail advertising, Motion@LiverpoolStreet dominates the length of the concourse, offering launch partner brand Stella Artois engagement with the highly-connected, affluent audiences in London’s financial district.
Spencer Berwin, Managing Director – Sales at JCDecaux UK, told us “This is the exciting expansion of JCDecaux’s Motion Portfolio and we are delighted that Stella Artois is our Motion@LiverpoolStreet launch partner. Motion@LiverpoolStreet is a powerful new digital communications’ channel in the heart of London’s financial district, ideal for brands who want to engage the affluent, style-conscious audiences working and socialising in the city – and follows the digital investment in Motion@Waterloo and Motion@Euston”.
The Stella Artois creative will display branding and directional messages to commuters, inviting them to pick up a Stella Artois Chalice in the station, with the creative changing later in the week, displaying a departure board guiding consumers to premium outlets serving Stella Artois in and around Liverpool Street Station.
The Stella Artois activity was planned and booked by Posterscope – as part of the wider campaign, rail and roadside formats will also be used, including the first time that all three JCDecaux motion products including Waterloo, and Euston, are utilised by a single brand.
Leia Reuter, Business Director at Posterscope, said “As an innovative brand, the launch of Motion@LiverpoolStreet provides the perfect opportunity for Stella Artois to reach the affluent ABC1 audience passing through the station. Using real-time arrival and departure data, Stella Artois will target specific commuter groups with promotional and location-based messages. As launch partner, Stella Artois stands out as an innovator in the field, using this fantastic platform to engage the right audience at the right time.”
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