Underground Ads - Creative Advertising in England
Getting creative advertising campaigns seen by the right people is one of the biggest challenges facing any marketing expert. Therefore, before you even think about copywriting or design, you must find the right placements for your campaigns. When looking at opportunities in England, the London Underground stands out as one of the most attractive prospects by far.
Why Advertise on the London Underground?
While the numbers have declined slightly as a result of the pandemic, the London Underground normally welcomes over two million travellers (and often upwards of 4.5 million) every single day. Other key reasons to embrace creative advertising and copywriting through underground ads include;
Examples of Great Advertising on the London Underground
Creative advertising on the London Underground should incorporate engaging copywriting and eye-catching visuals. Meanwhile, the most influential campaigns will display individual ads on ticket barriers, concourse areas, escalator panels and LED panels, large format station platform and tube tunnel posters, and on the trains themselves.
When done well, underground ads have a massive impact on their audience. The key is to ensure that the creative advertising tactics ensure that the brand's message is both powerful and memorable. Need some inspiration to get the creative juices flowing? Here are five hugely successful campaigns that should do the trick.
The CV-Library advertising campaigns are a natural match for the London Underground network. After all, a high percentage of the foot traffic comes from commuters on their way to/from work. Therefore, anyone that has had a bad day at the office is already in an ideal mindset to consider the prospect of looking for a new job or career.
Adverts shown on station LED displays, and large format platform posters are perfectly placed to hit the audience at the right time while the simple but bold color schemes present a professional yet welcoming appeal. The copywriting succeeds for several reasons, with the main features being;
Predator (Book Campaign)Books are regularly promoted on the London Underground for many reasons. Once again, the demographic is perfect because most commuters are educated to a good level. Crucially, the fact that they are reading adverts shows that they're bored and could benefit from having an outlet to pass the time. The Predator book advertising campaign in 2016 was one that achieved great results.
The imagery and design of the large format poster instantly grab the attention of anyone standing on the platform waiting for a tube train while the image of the book removes any confusion about what the product is. The copywriting elements are minimal, but create a big impact for these reasons;
This is Thomas Cook
Thomas Cook made the London Underground network a key feature of its campaign in 2019, targeting well-paid commuters in moments where they are most likely to feel that a vacation is needed. Most of the ads displayed images of destinations and tranquil settings like swimming pools with the main tagline of 'This Is Thomas Cook'. Simple, effective, and straight to the point.
The most telling feature of the campaign sold the idea of making memories and providing a relaxed atmosphere. This was represented well by the small amount of text copy. In most cases, it was limited to details about prices to the destination. It worked well because;
Creative advertising that holds a user's attention and gets people talking will always perform well. The CBS Outdoor game of identifying 150 brands showed the power of using the full London Underground, as well as the power of social media through the #150brands hashtag. This was when Twitter was still in its relative infancy too.
The game was highly successful because it required minimal copy while it actively encouraged readers to hunt other brand adverts. In turn, they were participating and interacting with the adverts. In turn, the campaign was also able to;
Ad campaigns on the underground provide some truly phenomenal opportunities to hit a huge audience when they are most engaged with the content. With the right copywriting habits and creative input, their impact on brand awareness and conversions could transform a business forever.