Astral Media Outdoor (AMO), a Canadian outdoor-advertising company based in Montreal, has launched the first of its digital billboards. The first, a 14 x 48-ft. digital board, was installed on Highway 13 in Pierrefonds, a Montreal suburb, and rotates ads every 10 seconds. The company’s digital-board network will comprise 10 displays that will be erected in the Montreal area.
The first advertisers include: General Motors, Fédération des producteurs de lait du Québec, BCBG Max Azria, Hershey, Sony, Piscines Trévi and Yoplait.
AMO also unveiled new company branding, which reflects the theme “Show Your Colours.” Four colors featured in the branding represent the company’s operations: blue for outdoor advertising, green for street furniture, orange for transportation, and pink for digital.
To launch this new image, AMO and its agency, Bos, designed a campaign in which outdoor-advertising creativity is the focus. Through a website created specially for the occasion, AMO invited users and the advertising industry to design a virtual work of art using the different shapes and colors available. This playful promotion was supported by a teaser campaign in trade media in Quebec and Ontario, and was accessible via the websites yourcolours.ca or, in French, voscouleurs.ca. Each week for four weeks, a jury selects the best artwork submitted. Having begun March 16, the artwork selected will be displayed in sequence for a few weeks on 15 AMO-network street columns in Montreal and 15 transit shelters in Toronto.
The AMO branding is also featured on the new website, astralmediaoutdoor.com. The website showcases the four AMO areas of operation and provides easy access to the various products and services available, including the new digital network.