In a UK-first, Threadneedle Investments is promoting its Isas on computer-controlled, floodlit outdoor poster sites.
Threadneedle says it is the only financial company to advertise on the new poster system brought to the UK by Firstlight. Each poster unit is fitted with a cassette storing 12 individual posters ready for display when triggered. The posters are 2.8 metres tall and 1.86 metres wide. The new facility lets companies advertise by time of day or day of the week to get maximum exposure.
The first poster site goes live at Elephant and Castle in London on February 8 and 180 posters will be erected over the next two months.
Threadneedle has bought a third of the exposure time available and will be displaying three different Isa posters.
One poster focuses on Threadneedle's Standard & Poor's rating with the slogan, Isas that come recommended. A second poster promotes a responsible approach to selling Isas. The third poster aims to ease concerns over the poor performance of technology shares.