Penguin Books Viacom For Offbeat Ad Campaign
Wordwide book publisher Penguin has signed Viacom Outdoor’s Impact team to flood London Underground with fake dollar bills in a quirky ad campaign for Dave Eggars’ latest novel.
The book, entitled You Shall Know Our Velocity, centres around two friends travelling the world to give away $38,000 and the campaign faithfully reflects the plot featuring six sheets stuffed with wads of fake currency.
Commenting on the campaign, Zoe Jaques, marketing executive at Penguin said: “The London book-buying market is an important one for publishers and it can be difficult to achieve standout. We’re hoping that the fake dollars will grab people’s attention and, being situated at Tube stations near bookshops, will help drive sales”
The special billboards will be at Piccadilly, Oxford Circus, Charing Cross and Tottenham Court Road tube stations as well as being supported by 250 four sheet posters across the underground network.
The campaign follows another innovative poster campaign run by Viacom last month for Proctor & Gamble’s beauty brand Aussie haircare which enabled mobile phone users to interact with billboards on the London Underground (see Viacom Outdoor Targets Mobile Users On The Underground).
Viacom: 020 7478 5240 www.viacom.co.uk
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