Aviva Aims For Business Commuters On Waterloo & City Line

Aviva, the financial services group, has teamed up with Viacom Outdoor to be the first advertiser to take over an entire London Underground line.

Coinciding with yesterday’s reopening of the Waterloo & City line, Aviva will be taking control of all cross track posters at an entire platform at Bank station.

A further platform at Waterloo station on the Waterloo & City line will see Aviva command all cross-track opportunities to target the high number of AB business travellers between Waterloo and Bank stations.

Aviva will also be taking over all of the 300 tube car panels in each of the five trains that operate on the Waterloo & City line, marking the first time an advertiser has dominated an entire line on the Underground.

As well as being the sole advertiser at the platforms and on the tube car panels, Aviva will be branding the walls of the trav-o-lator at Bank station and the ticket gateways at the foot of the trav-o-lator in order to capture business commuters using the stations.

The campaign will run for four weeks with the trav-o-lator activity running for 12 weeks. Planning and buying was done through Starcom.

Sally Shire, group brand director at Aviva, said: “The new look Waterloo & City line opening gives us a great opportunity to target the UK City audience and is part of our strategy to raise the profile of Aviva in major international cities.”

Justin Stark, head of impact at Viacom Outdoor, said: “The closing of the Waterloo & City line was the first time this has been done in the 108 years that the line has been running.

“By taking ownership of the entire line not only is Aviva able to capture the high number of AB business commuters travelling between Waterloo and Bank stations but they have added brand awareness and goodwill factor associated with the reopening as the journey for commuters is made easier again.”

Viacom: www.viacom-outdoor.co.uk