Menu Contact us
  • En-Fr
To mark the release of Ridley Scott's new film Prometheus on June 1st, Fox's  PR team has transformed an abandoned Saint-Martin metro station in Paris into a replica of the cave from the sci-fi feature. Until May 25th, passengers traveling on line 9 of the metro shall be consumed by an eerie blue light of the cave and witness the chilling mystery of Prometheus.  
This however, is not the first time the station has been adopted for marketing purposes. For example, it has also been used during the Nuit Blanche when Paris' best known cultural institutions open their doors to visitors well into the night.
Overall, even though all media platforms have already been saturated with marketing for this film, it is great to see OOH transport advertising being tailored to the message of the film so well; it is both a mysterious and a frightening sight. We have seen some similar brain-storming such as when Samsung (with  JCDecaux) renamed an entire Madrid metro station into "Estación Sol Galaxy Note" earlier this year and offered commuters an opportunity to see what the pad could do.
In conclusion, if people are spending more and more time traveling, out-of-home transport is a great opportunity to reach people when they are not distracted by dozens of other media. In addition, as public transportation networks are improving and going greener, more people are opting for this option. Not to mention the fact that entertaining campaigns such as these have the chance to lift the spirits of our stressed-out commuter and thus have even more impact! However, this works best when the concept is truly relevant and really jumps out...and in the case of Prometheus, when it makes you jump. For now, Bon Voyage!  

Published in