Viacom Turns Southfields Tube Into Tennis Court
Viacom Outdoor has secured Proctor & Gamble’s Ariel brand for an innovative advertising and sponsorship campaign that will dominate Southfields Tube station during this year’s Wimbledon tennis championships.
The initiative has seen Southfields transformed with a series of tennis-related creatives including special sound effects of crowds cheering that are triggered by Tube trains pulling into the stations.
The platforms have been turned into tennis courts complete with astro-turf and the banks either side of the station carry huge 48-metre hoardings depicting Wimbledon crowds. Specially built ‘seaside-style’ photo boards also allow passengers to put their heads through the image of a player holding the Wimbledon trophy and have their photo taken.
Commenting on the initiative, Andy Chambers, business development manager at the London Underground, said: “Tube users arriving for Wimbledon at Southfields will get a real buzz out of the transformation of the station; it should provide a sense of excitement for people on their way to the tournament and set them up for a great day’s tennis.”
Viacom Outdoor’s acting head of Impact, Justin Stark, added: “Wimbledon is one of the highlights of the British summer. We are delighted to work with Ariel for the second year running to enhance the travel experience for the thousands of people that use the tube to travel to the tournament.”
Last year Ariel’s Wimbledon creative saw Southfields play host to a giant Zanussi-Electrolux washing machine containing a television screen, which broadcast highlights of Tim Henman games alongside commercials for the washing powder (see Viacom Outdoor Cleans Up With Ace Wimbledon Campaign).
Viacom Outdoor: 020 7478 5240 www.viacom-outdoor.co.uk
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