CBS Outdoor unveiled its first, high-definition, 3-D projection display in NYC’s Grand Central Terminal for Visa’s “Go World” campaign. Utilizing lenticular 3-D technology, provided by Atlanta-based N4D, and a custom, theatre-like environment created exclusively for this outdoor-advertising campaign, consumers will see 3-D commercial spots, with audio. Brand ambassadors are distributing special 3-D glasses to the 70,000 commuters that pass by the display daily. The event demonstrates how CBS Outdoor clients can convert existing television advertisements into 3-D versions.
CBS Outdoor’s use of 3-D dioramas placed throughout the shuttle passageway (where the projection screen is located) represents another first for Grand Central. The 3D dioramas appear dimensional to the naked eye, giving the impression you can see around certain elements of the creative. The New York billboard campaign, which will span the entire month of February, includes more than 100 pieces of client media elements throughout the station thus immersing commuters in a rich, vibrant media campaign that will entertain them like never before.
Visa’s Olympic-themed presence within Grand Central includes an 8 x 14-ft. projection screen that will display the two “Go World” TV commercials, immersing commuters in a six- second, 3-D experience. In addition, commuters will see 16, 3-D static screens (lenticular dioramas), as well as column wraps, posters, wallscapes, beam panels, soffits and stair risers — all encapsulating Go World creative while continuing to promote the Visa Olympic Winter Games Trip for Life Sweepstakes.
An estimated 3 million consumers will pass through Grand Central’s subway corridor during the 28-day campaign period. With 44 platforms and 67 working railway lines, Grand Central Terminal is the world’s largest train station.
Visa is also featuring Go World creative in out-of-home environments in Vancouver, B.C. and San Francisco. While these extensions will not feature 3-D elements, consumers will experience an immersive Go World environment through eye-catching static integrations. In Vancouver, consumers started seeing the Go World campaign come to life on January 12 on 35 buses, five Sky Trains and various Sky Train platforms, as well as 80 transit shelters, two airport spectaculars and one horizontal diorama in the airport.
In San Francisco, the out-of-home campaign also launched, with elements to appear on 125 transit shelters and 25 newsstands across the city.
Launched in November 2009, the global Go World Olympic-themed marketing campaign encompasses the spirit of the Vancouver 2010 Olympic Winter Games and features television, digital and out-of-home advertising, host market merchant activation programs and usage promotions.