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Wicked becomes first West End show to invest in premium digital OOH on London Underground

Exterion Media - Canary Wharf Wicked Digital Campaign Large

To celebrate its 11th birthday (on 27th September 2017), London’s long-running hit musical WICKED at the Apollo Victoria Theatre has launched the first ever theatreland campaign on premium digital Out-of-Home (OOH) screens on London Underground, through Hello London – the media partnership between Exterion Media and TfL.

The one-week campaign showcases WICKED’s stunning new creative on the Hello London Icon screens at Canary Wharf, reaching its target audience of influential, affluent and young professionals. Engaging audiences across the capital, the campaign will also feature across the Tube on Digital Escalator Panels (DEPs), 6-sheets and Illuminated 4-sheets.

Dave King, MD at Exterion Media UK, said: “It’s great to have a high calibre show using our Canary Wharf screens – an exciting first for theatreland and testament to how Hello London is becoming an increasingly attractive way for brands to reach key audiences. Through our Abi tool, powered by anonymous and aggregated data from O2 mobile devices, we know that Canary Wharf is a prime station in the TfL rail estate for volumes of passengers who browse theatre websites and apps – a great location for WICKED’s celebratory campaign!”

Michael McCabe, Executive Producer of WICKED, adds: “We are delighted to be celebrating our 11th birthday in London and excited to see our brand new creative campaign showcased on the incredible digital screens at Canary Wharf.” 

Earlier this year research by Exterion Media’s award-winning national consumer panel work.shop.play., revealed that the urban audience likes to keep up with new launches and exhibitions in the industry, with 84% of Tube users using their commute to look for inspiration on how to spend their free time. This visibility pays off when it comes to sales too, with 72% of those surveyed saying they have purchased a ticket to an event or exhibition after seeing a poster for it.  

Acclaimed as “one of the most popular West End musicals ever” (London Evening Standard) and “the must-see wonder of the West End” (LBC Radio), WICKED has already been seen by over eight million people in London alone and won over 100 major awards around the world, including ten theatregoer-voted WhatOnStage Awards and two Olivier Audience Awards in the UK.