The London Underground is one of the busiest transport networks in the world, with millions of commuters traveling on it every day. As a result, it’s a prime location for advertisers to get their message across.
One of the most effective methods of advertising on the London Underground is through station takeovers. In this blog, we’ll explore what station takeovers are and some of the most successful examples of them.
What Is A London Underground Station Takeover?
A station takeover is when a brand takes over all or part of a station to promote a product or service. This can involve anything from replacing all the station’s advertisements with brand-specific messaging to creating an immersive experience for commuters.
Steps For Success With Station Takeovers Advertising
Here are some tips for creating a successful London Underground station takeover advertising campaign:
- Understand your audience: Know who your target audience is and what they are interested in. This will help you create messaging and visuals that resonate with them.
- Be creative: Create an immersive experience for commuters that is memorable and engaging. Use eye-catching visuals, sounds, and even scents to make your campaign stand out.
- Use humour: Inject some humour into your campaign to create a positive association with your brand. Witty messaging can help commuters remember your brand and share it with others.
- Be strategic: Choose a station that aligns with your target audience and campaign message. Consider the station’s foot traffic and location when selecting the best spot for your campaign.
- Use social media: Encourage commuters to share their experience on social media by creating a unique hashtag or offering a prize for the best photo. This can help your campaign reach a wider audience.
- Create a call-to-action: Use your campaign to encourage commuters to take action, whether it’s visiting your store, signing up for a newsletter, or trying your product. Make sure your call-to-action is clear and compelling.
- Measure your success: Track the success of your campaign through metrics such as foot traffic, social media engagement, and sales. This can help you refine your approach for future campaigns.
Oatly Case Study
Oatly recently launched an outdoor advertising campaign that targeted London, Manchester, and Brighton, urging people to subscribe to their free monthly newsletter called “Spam.”
At Euston station, the latest advertising campaign involved numerous small popups placed along the corridor, cleverly designed to grab the attention of busy commuters with humorous messaging. Meanwhile, at Waterloo platforms, the ads were equally amusing and personalised to engage those passing by.
Euston station’s screens had a self-deprecating sense of humor with a message that read, “There are likely more effective ways to advertise a newsletter about an oat drink than bombarding you with 5538 popups. But hey, it’s a bit late now.”
Their witty approach successfully caught the attention of commuters and even managed to put a smile on their faces. It’s safe to say that the campaign was a success!
In conclusion, station takeovers are a powerful and effective way for brands to reach a large audience of commuters.
By creating immersive experiences or replacing all the station’s advertisements, brands can create a buzz around their product and encourage engagement.
As long as they are done tastefully and in an engaging way, station takeovers can be a win-win for both brands and commuters.
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