CBS Outdoor challenges London to ‘Look for Longer’
Cryptic Tube campaign will keep London guessing.
CBS Outdoor UK today reveals a mind boggling challenge across the commuter hubs of London – asking Londoners to ‘Look for Longer’. Through a poster with a selection of cryptic, visual clues revealing a total of 75 tube stations across the network, ‘Look for Longer’ will challenge commuters’ lateral thinking as well as testing their knowledge of the city’s tube network.
The campaign will use traditional outdoor advertising and Virgin Media Wi-Fi on the London Underground to engage with consumers whilst they are waiting on platforms.
For the next four weeks, large posters featuring the game will appear at over 30 tube stations across London including key hubs such as Canary Wharf, Euston and Oxford Circus. Commuters will be directed to a micro-site where they will be able to submit answers for the chance to win a selection of prizes. They will also be able to ask for help using the Twitter hashtag #lookforlonger.
All answers will be entered into a prize draw where entrants will have the opportunity to win prizes ranging from a full Virgin Media VIP Collection including fibre optic broadband and entertainment package to Apple iPads and Kindle Fires.
Simon Harrington, Marketing Director at CBS Outdoor UK comments:
‘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.
Participants have until 11 November to enter their answers via the micro-site at http://lookforlonger.com. The second phase of the campaign will see the creative brought to life using augmented reality on digital screens at Westfield.
