The Beautiful 92 integrated 48-sheet campaign
In August 2014, we sent the creative agency Clinic an open brief to deliver an integrated campaign that would prove the effectiveness of London Underground media in attracting and engaging with modern urban audiences over an extended period.
The landscape for the campaign was busy and competitive. While cross track 48-sheets offer a good opportunity for engagement and dwell time, the allocated media space would need to fight for attention alongside other leading brands. As such, Clinic's response needed to be big, bold and hold broad appeal as they sought to amplify and extend that engagement with a drive online.
With the campaign launch date coinciding neatly with the start of the 2014/15 football season, Clinic decided to celebrate the nation’s love for the beautiful game by creating a brainteaser to test their club knowledge – The Beautiful 92.
Featuring simplified kits of 92 teams from the top four English leagues, the final visual challenged fans to identify the clubs in a 48-sheet that brought a bright splash of colour to London’s platforms. Following the success of the award-winning 'Look for Longer' campaign, Clinic knew that incorporating a game element into the campaign would be a sure-fire way to not only pique the interest of the public, but also get their natural curiosity to lead them to a dedicated URL – thebeautiful92.com.
Since The Beautiful 92 was launched on 92 sites across London Underground 48-sheets over a 2 week period, the game has been played online over 30,000 times – with almost 50% of players taking part from desktop computers. Combined with the two million impressions from Twitter mentions and a global reach of 99 countries, the figures prove that messaging seen in these spaces can engage audiences far beyond the Underground.
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