Peugeot and Samsung sign up to motorway screen sheet

Peugeot, Stella, Ford and Samsung are some of the advertisers motorists will see on a new LED digital screen sheet, equivalent to a 500-inch TV screen on the Aston Expressway near Birmingham.

Signature Outdoor: launches the CityVision Expressway project
Signature Outdoor: launches the CityVision Expressway project

The CityVision Expressway project is the latest of the CityVision network initiative launched by Birmingham-based out-of-home agency Signature Outdoor.

The screen on the A38(M) road is the third in the project, which offers advertising opportunities through digital roadside screens.

It is positioned to face all in-bound traffic at Dartmouth Circus and will be visible for commuters travelling into Birmingham from Spaghetti Junction on the M6.

More than 600,000 vehicles will pass the screen each week, according to AADF, a government body that provides traffic counts and street level traffic data for motorways in Britain.

Havas EHS created an ad for Peugeot, while OMD UK and Posterscope UK were the media and OOH agencies respectively. The ad for Stella was conceived by Mother London with Vizeum as the media agency and Posterscope in charge of the outdoor placement.

For Ford, the creative agency was Ogilvy while Mindshare UK managed media and Kinetic OOH. Samsung’s creative and media agency was Cheil Worldwide while Rapport was its outdoor agency.

James Harrison, Signature's sales director, said: "CityVision Expressway is the third of our LED screens and fulfils our promise to clients to develop market-leading locations across all the formats we operate in.

"We have another two portrait screens under construction, with another five locations approved by town planners and our network will be completed by the autumn."

The CityVision Expressway is a 10mm SMD d3 LED 96 screen sheet.

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