The activity, scheduled to go live from next month, is poised to play out in two phases; firstly by crowd-sourcing visual clues from commuters via its audience engagement panel work.shop.play, and then implementing the campaign’s public roll out across the London Underground network.
The activity builds on the out-of-home media network’s more recent ‘Guess the Brand’ campaign, which marks 150 years of advertising on the London Underground, with a game challenging commuters to guess which notable 150 brands have advertised on the public transport hub.
CBS Outdoor hopes to use the activity as further evidence that its network of sites can encourage interaction with commuters, even in areas of high footfall where commuters are often in a rush, whenever the creative content is truly engaging. It also hopes that such activity can also potentially recruit more people to its audience research tool work.shop.place.
Last year’s iteration of ‘Look for Longer’, which started from 50 underground poster sites, reached over 7 million people, driving over 297,200 unique hits to the lookforlonger.com campaign site and generated over £300,000 worth of media, according to CBS Outdoor.