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I make that Tennis-o-clock
| DEP, DOOH
International games giant SEGA launches "Virtua Tennis 3" using an innovative campaign on CBS Outdoors' Digital Escalator Panels.
Conceived and created by Grand Visual, this unique campaign consists of a 20 second virtual tennis rally between mixed doubles on CBS Outdoor's digital escalator panels (DEPs). The superstar opponents include Maria Sharapova and Andy Roddick on the up escalators panels playing against Amelie Mauresmo and Roger Federer opposite on the down escalator panels.
The linked creative on both sides of the escalators creates the impression that commuters are passing through a vast virtual tennis match. This is the first campaign to run on the DEP's where both sides of the up and down escalators are linked into the same creative execution. The outcome creates a sense of theatre across both the up and down escalators involving the audience from up close as well as providing interest from a wider view of the complete escalator runs.
In between the tennis rally alternating screens play specially created sequences from in-game footage with all the screens synchronising at the end to show a 3D pack shot and call to action. The multi-panel execution effectively conveys the new levels of realism and action Virtua Tennis 3 provides.
Phil Lamb, UK Product Manager at SEGA Europe commented "Virtua Tennis 3 is one of the core launch titles for the Playstation PS3 so we wanted an element in our campaign that would convey the stunning visual detail and fluid movement of the game whilst impacting consumers in a shopping environment. With the increased amount of sites, Digital Escalator Panels proved to be the ideal choice and teaming up with Grand Visual to produce a striking creative with real stand-out only serves to maximise the feeling of excitement surrounding the title and console launch."
The DEP activity runs from 26th March for 2 weeks coinciding with the release of the game on 23rd March and supporting a nationwide outdoor and TV campaign planned by Target Media and booked through Posterscope.