Vogue – first ever digital outdoor campaign2 min read
VOGUE SCREENS FIRST FILMED CONTENT OUTDOOR CAMPAIGN FOR IPAD APP
VOGUE and WIRED today launch a week long digital outdoor campaign, using Transvision screens owned by JCDecaux, previewing the newly launched December issue iPad app content in 12 national rail stations. The campaign was planned and booked through M2M and Posterscope.
VOGUE will kick start this, their first ever rail station digital outdoor campaign, with a one-day ‘event’ screening, showing a special 1 minute 20 second ad, featuring clips from a Mario Testino photo story, and video portraits of the most successful supermodels of the decade, all of which come from the VOGUE December issue iPad app content extras. A further 20 second ad will run at regular intervals throughout the week from Tuesday 9th November.
WIRED will screen a one minute 20 second digital ad, featuring exclusive filmed content every 30 minutes in the same major stations as VOGUE, including Victoria, Charing Cross, Kings Cross St Pancras, Waterloo, Euston, Birmingham New Street, Birmingham International, Leeds, Liverpool Lime Street, Manchester Piccadilly, Edinburgh Waverley Station, Glasgow, with a combined footfall of 15 million consumers.
Jean Faulkner, Marketing Director for Condé Nast, comments, “With unrivalled creative and production teams and first class contributors, VOGUE and WIRED have produced inspirational iPad digital editions that will fascinate and engage their followers. This exciting media first for VOGUE is rich with exclusive content, including footage from Mario Testino that will act as a teaser for consumers, revealing some of the magazine’s best work yet. Both ads have the potential to reach more than 2 million individuals, ensuring a powerful new reach for both brands.”
Spencer Berwin, Managing Director – Sales of JCDecaux said, ““These engaging and captivating ads will reach upmarket audiences on their daily commute . It’s fantastic to see both brands using JCDecaux’s digital portfolio to introduce their iPad apps in this exciting and unique way.”
The VOGUE December issue app is available for £3.99 from the App Store on iPad or at www.itunes.com/appstore/.
The December WIRED app is being sold as a single download in addition to the print issue. Regular monthly app publication will begin early in 2011, following a period of significant user and advertiser research. WIRED is currently designing subscription offers to reward the loyalty of subscribers to app and/or print editions. The WIRED December issue app is available for £2.39 from the App Store on iPad or at www.itunes.com/appstore/.
For further information please contact Nicky Eaton, Harriet Robertson or Charlotte Drewry in the Condé Nast press office on 020 7152 3377/3388/3474 or by email to nicky.eaton [at] condenast.co.uk.