Gap first to use illuminated bus format

Gap, the clothing brand, has become the first advertiser to use a new illuminated bus format, as part of its 'Be Bright' campaign that promotes its "young, fresh and vibrant feel".

Gap: 'be bright' campaign
Gap: 'be bright' campaign

The 10 special illuminated bus T-side ads will run on the side of 10 buses that travel on "gold" routes through central London. They will be supported by a further 140 central London buses displaying the ad on traditional formats.

The campaign was planned by Omnicom media agency PHD and bought by Aegis Media's outdoor agency Posterscope. The creative was designed by Gap’s in-house creative teams.

It is the second addition to CBS Outdoor's bus offering in recent months. In December CBS Outdoor added Bluetooth connectivity to brands advertising on 100 London buses operating in central London following a successful trial.

Dee Levison, media manager at PHD, said: "PHD has a long heritage of media innovation and we’re delighted to make Gap the first brand to use the illuminated T-side format.

"It is the perfect medium for Gap to communicate its 'Be Bright' message to a targeted shopping audience, particularly with the dark evenings throughout February."

CBS Outdoor plans to expand the illuminated format across London over the next four weeks.

Jason Cotterrell, UK country director at CBS Outdoor UK, said: "It's the first time the bus format has been used in this way and it’s a great example of its versatility and flexibility and how it can be used to really communicate a brand message."

Follow Maisie McCabe on Twitter @MaisieMcCabe

Have your say...

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Media Week Jobs
Search for more media jobs

Latest

Campaign Big Awards: video

Campaign Big Awards: video

Abbott Mead Vickers BBDO's Ian Pearman and Forsman & Bodenfors' Björn Engström reflect on a successful night at the Campaign Big Awards on Wednesday evening.

Share
GMG chief Andrew Miller calls on 'dominant' BBC to share content with competitors

GMG chief Andrew Miller calls on 'dominant' BBC to share content with competitors

Andrew Miller, the chief executive of Guardian Media Group, has urged the BBC to allow newspapers access to raw news feeds and to tap into its back catalogue.

Share
Media Week Awards 2014 celebrates outstanding talent and creativity

Media Week Awards 2014 celebrates outstanding talent and creativity

The UK's vibrant commercial media sector celebrated the year's best work at the Media Week Awards last night, attended by 1,400 executives from agencies, media owners, advertisers and production companies.

Share

Get news by email