Viacom Outdoor Cleans Up With Ace Wimbledon Campaign

Viacom Outdoor has secured Proctor & Gamble’s Ariel brand for an innovative advertising and sponsorship campaign that will dominate Southfields and Waterloo Tube stations during this year’s Wimbledon tennis championships.

The initiative will see the platform at Southfields station play host to a giant Zanussi-Electrolux washing machine containing a television screen, which broadcasts highlights of Tim Henman games alongside Ariel commercials.

Other specially-built washing machine ads have also been installed around the station, incorporating roundels that will spin in the breeze created by trains coming into and leaving the platform.

The campaign at Southfields, which was put together by Viacom Outdoor’s special projects team, also includes 6-sheet posters, large banners outside the station and branding on the tournament shuttle buses.

Commenting on the initiative, Impact sales director, Nicky Cheshire, said: “Wimbledon is one of the highlights of the British summer. We are delighted to work with Ariel to enhance the travel experience for the thousands of people that use the tube to travel to the tournament.”

Games publisher Acclaim recently took advertising to new heights by training a team of branded pigeons to fly over Wimbledon to raise awareness of its new tennis game. The bird brained PR stunt will see a team of 20 specially trained pigeons fly in and out of the tournament on a daily basis before returning to their secret London base for re-painting (see Bird Brained Advertising Takes To The Air).

Viacom Outdoor: 020 7482 3000 www.viacom-outdoor.co.uk

Recent Outdoor Stories from NewsLine Maiden Secures £20m Outdoor Contract For Manchester Viacom Outdoor To Capitalise On International Sales Alban Launches UK’s Second Largest Outdoor Buying Point

Subscribers can access ten years of NewsLine articles by clicking the Search button to the left