Cable Network Adds Bite
to Drive Tune-in to Shark Week

How does The Discovery Channel drive tune-in for its annual Shark Week programming? By placing an attention-grabbing shark tank on sidewalks in Canada. Actually, by having the outdoor media company work with Schawk Cactus to create a large-format clear, pressure-sensitive vinyl cling on which the menacing images of sharks prowling the ocean waters were printed—and applying it to the glass that surrounds bus shelters throughout Toronto.

The result? People driving by did double-takes when they saw their fellow commuters standing inside a “shark tank.” The campaign generated lots of buzz around water-coolers, boosting awareness of Shark Week on Discovery. This innovative use of large-format digital printing received the ultimate compliment—attracting so much attention that ultimately people began stealing some of the prints and in other cases, adding their own comments via graffiti. The campaign visibly struck a nerve with people.

Schawk Cactus was involved in the concept phase, helped build mechanical art files, and contracted for the installation of the prints at bus shelters. They also suggested materials as laws and safety regulations prohibit an advertiser from covering a bus shelter with an opaque material. Got any big ideas? See what Schawk Cactus can help you do.