CW Network Launch - Lenticular Poster

Challenge:
To make the most powerful impact in the Dallas Metro Area for the launch of a new television network, The CW; a merger between The WB network and UPN.

Strategy:
Use shopping malls to advertise this change playing up on the double entendre of Tyra Banks, star of America's Next Top Model and Tom Wellington. Star of Smallville, being on one network vs. two and do in the most effective visual manner to compliment the on-air promotion but not use traditional print.

Description:
DMTV took the existing art provided by The CW network and CW33 (Dallas affiliate) and “combined” using the 2 flip morph, the faces of Tyra Banks and Tom Wellington to move into one another and tie back to the tag line: “Free To Be Together,” i.e., free to be together on one network. This allowed the consumers to interact while walking by and seeing both images at once.

Results:
CW33 Dallas reported Clear Channel Outdoor, the media vendor/ installer of the mall shelters moved the position of posters into more high traffic areas after they noticed more and more people were interacting with them. In fact, they extended the contract at no charge to CW33 Dallas for an additional two months as the retailers within the mall enjoyed the pull of traffic these unique lenticular mall shelters were drawing. The station was thrilled with the response and will be using lenticular again in 2007.

Agency:
DMTV