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RKCR/Y&R takes Virgin Mobile ads to XTP.(Rainey Kelly Campbell Roalfe/Y and R)(Brief Article)
Virgin Mobile has expanded into the new advertising medium of cross-track XTP screens with a plasma screen campaign through Rainey Kelly Campbell Roalfe/Y&R and Viacom Outdoor.
"Reincarnation" has been specifically designed to use XTP screens, which are 48-sheet cross-track sites specifically adapted to carry silent, digital projections of moving ads. Virgin Mobile is one of the first adopters to use the screens, which enable advertisers to choose the exact location, day and time that the spots are shown.
The two films will launch at Euston Underground station and will then roll out across London over the year. They aim to build on the current campaign positioning of: "Virgin Mobile, the network that does the right thing."
The spots explore the concept of reincarnation and the implication that behaving well is important to avoid coming back as something unfortunate in the next life. One spot features a slug moving slowly along a pavement, with the ...
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