MEDIA CHOICE: LONDON UNDERGROUND

As people become less inclined to accept advertising claims at face value, marketers and agencies must find new ways of giving target audiences tangible experience of product performance - especially when entering competitive and cluttered markets.

As people become less inclined to accept advertising claims at face

value, marketers and agencies must find new ways of giving target

audiences tangible experience of product performance - especially when

entering competitive and cluttered markets.



But there are two major obstacles that have to be overcome: the extent

to which the product can be stripped down for sampling purposes and

delivery of the experience in a way that stands out from the

competition.



New fragrances can find new ways of using scent strips, and detergents

new ways of doing door-drops. But new cars? Is there a more imaginative

alternative to displays on railway station concourses? Of course there

is.



Banks Hoggins O’Shea’s launch advertising for Daihatsu’s Move celebrated

the car’s unconventional appearance with the line ’Weird on the outside,

clever on the inside’. So far, this has appeared on posters and TV, but

for people to appreciate what makes the Move so different, they needed

to see the car for themselves.



Although its appeal ranges from students to young mums and second/third

car buyers, the Move, which launched in April, is first and foremost a

small, city car. Therefore, exposure to London’s commuters was a

priority.



The agency’s weird yet clever solution was to take the car away from the

overground station concourse and place it on Underground station

platforms - specifically at Angel and King’s Cross - complete with tyre

tracks coming from the tunnels.



In case you were wondering, the cars were carried there on a flat-bed

carriage and not down the escalators - a fine example of a lateral

solution to a seemingly insurmountable problem.



Additional support was provided by Tube tickets bearing the line ’Mind

the Gawp’ and posters across the network.



Credit all round for a bit of smart thinking which more than made up for

a limited advertising budget, and to BHOS and transport advertising

specialist TDI for getting the idea off - or under - the ground.



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