CBS Outdoor behind ‘Look for Longer’ ads

CBS Outdoor has revealed it is behind the cryptic tube posters challenging commuters to ‘Look for Longer’ and identify the 75 underground featured stations.

CBSOutdoorPic
Outdoor media firm says cryptic tube campaign demonstrates how interactive outdoor advertising can be.

The outdoor media company has been secretly running the posters for several days as a teaser to a city-wide challenge that has been generating considerable interest on Twitter through the hashtag #lookforlonger.

CBS Outdoor says the aim is to highlight how interactive advertising on the underground can be when people are using Wi-Fi while waiting for their trains. The company runs several campaigns each year to showcase to advertisers how engaged consumers can be with outdoor advertising.

The ‘Look for Longer’ campaign launches officially today (3 October) and asks participants to solve the visual clues featured on a poster to name 75 tube stations across the London Underground network. The campaign runs for four weeks and spans Twitter and Virgin Media’s Wi-Fi tube network as well as traditional outdoor formats. Answers can be submitted via a campaign site and will be entered into a prize draw.

Simon Harrington, marketing director at CBS Outdoor UK says: ‘We wanted to create a campaign that would generate curiosity, intrigue, and interaction. The three minute dwell time on platforms, coupled with Wi-Fi connectivity not only provides the perfect environment for advertisers to reach a highly responsive audience, but it also offers extended engagement – that is to say the audience do something as a result of seeing it, be that playing the game, or sharing it with friends through social media. All our research shows that meaningful interaction leads to positive brand affinity.”

Recommended

money

UK bucks ad spend shrinkage

Branwell Johnson

Advertising spend forecasts for the Eurozone are still being revised down for 2012 but the UK appears healthier than countries sharing the single currency, according to Q2 data.

Rosie

Tesco needs to get its mojo back

Rosie Baker

The marginal uplift in sales reported by Tesco yesterday (3 October) may well signal that its recovery is “on track” but the supermarket is by no means out of danger. A complete turnaround depends on the impact of future brand campaigns.

Comments

    Leave a comment