MEDIA: Cafedirect to use latest in outdoor media for launch

Cafedirect, the Fair Trade coffee brand, is to be the first to use

the newest outdoor advertising media in the launch campaign for its

freeze-dried coffee product, 5065.



The media, developed by Viacom and Starcom Motive are extended posters

that stretch across the ceiling of London Underground stations, and

hanging banners at exit gateways at stations.



The posters will form part of a £300,000 campaign by Host

Universal which also uses cross-track posters and extensive

sampling.



In addition, cross-platform posters on the underground will depict an

elevator with its doors open and the 'up' arrow lit, implying that it

'can take the consumer to that magical 5065 place'.



The campaign will be expanded to other parts of the UK next year.



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