We created a new digital screen technology to bring the up-to-the-minute news at the moment that matters.We broadcast of-the-moment Channel 4 news headlines digitally on the cross-track projection outdoor system of the London Underground, turning static sites into dynamic screens. But only between the hours of 4pm and 7pm, to laser target the evening commute. It was a unique use of the scale and impact of outdoor in a completely real-time way.We developed a unique content management system to ensure immediate publishing of Channel 4 headlines. This ensured Channel 4 was always leading the news agenda and giving people the reasons to watch when they got home.We were driving immediate behaviour: viewing that evening. And we were driving long term habit: by following the habitual behaviour of commuters who saw our communication at the same time, same place, every day, within their commuting habits.

Our cutting-edge method of bringing the cutting-edge news to commuters was tremendously successful.We developed for Channel 4 a wholly-owned, brand new media technology. A technology of enormous impact now, and with unique opportunity to exploit in the future.Commuters considered it a breaking news service, an integral part of Channel 4 News, rather than as advertising. We had successfully taken the news out beyond the home and into the pattern of people’s lives.Intention to view Channel 4’s 7 o’clock programme rose to 76%. And for those who had never watched it before the figure was a staggering 65%.