Montreal: A moderate-drinking campaign aimed at teens and college students is the first to use a newly imported advertising medium – a giant mobile poster concept called Euromobile.

The outsized 20- by 10-ft. panels, which sit on the flatbed of specialized trucks, have the advantage of being highy targeted, says Hubert Sacy, senior vice-president, planning and development with ad agency Communications bleu blanc rouge.

The mobile campaign, for health educator Educ’alcool and media house Challenge, is a North American first, according to its promoters.

To push the moderate drinking message, teens and students were targeted in the vicinity of high schools and universities and on commercial streets like Saint-Denis and Crescent – where bars and restaurants offer discount drinking from 5 to 7 p.m. each night.

Euromobile has four trucks on the road, each outfitted with a cab meter used to measure rolling time and distance and other route details which, when tabled against population density and other factors, produces reportable average weights and equivalent gross rating points.

First developed in Belgium, Euromobile has charted 102 mobile circuits in 68 Quebec urban centers, says company manager Ronald Berube.