Posted on: May 31, 2009

Times are tough within the ad industry, not just for us agency folks vendors and reps are killing for a buy right now. Reps have started calling weekly to check in for updates and whoring out their rates just for a tiny bit of cash flow. 

CBS Outdoor in England has taken a different approach to the recession. They utilized their network of signage within London’s tube’s to launch a campaign which demonstrates the effectiveness and value of their space. As much as I adore digital, out of home has so many opportunities to be creative and reach a mass of people without the constraints of electronic mass media. It is definitely not included enough in most campaigns, especially tied back to digital. 

CBS Outdoor utilized their signage network within 35 Tube stations throughout London,  placing controversial images that lead viewers to the site to vote, comment and engage with the campaign images. 

The ad campaign ended on May 20th and generated millions visitors to the site, thousands of votes and 617 comments in total on the four images (shown below). 

CBS Outdoor Foxhunt Billboard  CBS Outdoor Chickens Billboard

CBS Outdoor Homeless Billboard   CBS Outdoor Tank Billboard

The Brand Republic had this quote from Mike Hemmings, CBS Outdoor’s London Underground brand manager in this article. 

 “Using a standard Underground pack, we’ve shown that Underground advertising can be central in leading opinion, debate and awareness, not just within London, but across the UK.Who knows how many conversations this has created over a pint in the pub, but the volume of online debate alone highlights how Tube ads are remembered, talked about and acted on far beyond this initial three-minute exposure.”

Well done!


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May 2009
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