Orange Campaign Becomes Tube Advertising First

Orange this week becomes the first brand to use Viacom Outdoor’s Mega Escalator format on the London Underground, showcasing its new Magic Numbers campaign.

The Mega Escalator format incorporates the escalator panels running up the walls alongside the escalators as well the entire surrounding wall.

The deal was brokered by Julia Francis, account manager at Initiative, Becky Fisher, account manager at IPM, and Tory Hunt, account manager at Viacom Outdoor.

Orange’s Magic Numbers campaign is based on the idea that Orange lets you talk longer for less, to the people you love the most.

Viacom Outdoor, working with Orange’s media agency Initiative, is extending this theme to reach consumers on the move on the Tube; asking them to consider which friends would be one of their Magic Numbers as well as highlighting the ability to add new Magic Numbers over time.

Escalator archways at Paddington, Euston and Charing Cross Tube stations will be covered with a rainbow to signify a gateway into someone’s mind.

The Escalator Panels and walls will then be covered and painted with images representing people they love that can be added as Magic Numbers every six months.

The campaign will run for four weeks from 11th September and will be supported by a 6-Sheet campaign, TV, press and online activity. Creative for the campaign was through Mother with specialist planning and buying through IPM.

Nicky Cheshire, impact sales director at Viacom Outdoor, said: “The impact team are always trying to create new and bespoke solutions; the new innovative Mega Escalator format is yet another great way to captivate commuters on the move.”

Viacom: www.viacom-outdoor.co.uk