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
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.