Action Stations

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Travellers through London’s Euston station have unveiled a new immersive advertising experience, with the launch of 9 full-motion, interlinked digital screens. 
 

Dubbed e-motion’, the screens will deliver an immersive advertising experience, surrounding consumers on three sides of the concourse. 
 
Following similar success at Heathrow Terminal 5, the solution is part of the wider ‘Action Stations’ programme, Network Rail has invested £1.3 million to transform Euston into the blueprint for the streamlining of media space at further stations.
 
The screens were provided by JCDecaux, who will also be providing a spectacular new backlit vinyl outdoor format ‘The Gateway’ (measuring 15m x 4m) to be introduced at stations across the UK. 
 
Sony Ericsson and Austrian Airlines in association with the Vienna Tourist Board will be among the launch advertisers on ‘e-motion’. The nine, 9m x 1.6m landscape LCD screens will provide advertisers with an unparalleled blank canvas for creativity, providing a ‘wrap-around’ experience across all 9 screens for each brand.
 
‘e-motion’ can run up-to-date and constantly changing content, linking directly to live feeds. The full-motion capability will enable the creative to flow between screens, or to create a cascade effect.
 
In addition to ‘e-motion’, the new digital media space at Euston will comprise: 26 x Digital Escalator Panels in addition to the recently upgraded Transvision screen and the existing digital 6-sheets. All the digital space can be updated instantly, enabling time-sensitive and multiple creatives.