American Airlines recently ran a highly visible, large format campaign across London. Standard and digital large scale OOH ad’s showing the airline’s lie-flat beds and reminding commuters of their cross Atlantic flight frequency were plastered across town for a four week period.
The campaign was designed to follow a day-in-the-life of our business audience. Rail and Underground formats concentrating on the key commuter stations formed the basis for the activity. Digital formats lived up to their potential as the booked space was bought in day-part, with the creative running only during rush hour times, to increase business audience targeting. Iconic sites such as JC Decaux‘s relatively new and enormous site, Waterloo Motion, added stature.
Key roadside locations were hand-picked to cover the main commuter routes; Wi-Fi enabled taxis were used to provide a mobile, visible presence whilst providing passengers free Wi-Fi access.
Finally, ECN Live digital screens in offices across Canary Wharf and The City afforded the opportunity to reach the target audience in their workplace.