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Submedia's
walking displays allowed us to expand this high-impact
medium above ground to high-traffic urban areas
where there may be no in-tunnel opportunities
or to double the impact with executions both above
and below the ground.
Walking displays are fully customizable. They
can be affixed to nearly any surface, in any urban
location. Scaffolding, sporting venues, transit
stations or airports, the walking displays can
go just about anywhere there is a wall. Furthermore,
Submedia's team works with each client and their
agencies to define and secure desired market locations.
We introduced the walking
display in five high-traffic, highly desired areas
of Manhattan as a part of Lincoln's launch for
its new entry-level sedan, the Zephyr. The campaign
caught the attention of walking commuters on their
way to work and tourists enjoying the sites in
high traffic areas including Herald Square, Times
Square and the Financial District . Rather than
creating completely new executions for the effort,
Lincoln was able to repurpose its television commercials
and doubled its exposure with both sidewalk and
in-tunnel ads on the PATH train system.
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