Most campaigns still just slap a key frame from the TVC onto a billboard and go "look - it works cross-media".
It doesn't. And not just because, most of the time, you need to have seen the TVC to make sense of the other media.
Because the executions all looks the same, your brain goes, "Seen that before. No new information" and filters out any encounters subsequent to the first. It's a missed opportunity to engage the consumer with the message in a new, fresh way.
Props then to M&C for the new TfL young drivers campaign.
The TV looks like this:
And the outdoor looks like this:
(OK, the Art Direction's not brilliant. They could lose the top steering wheel for a start)
Vastly different as they look, the core idea is strong enough to hold them together.