Title: London Underground - Scott Haynes
Agency: Partners BDDH
Author: Jane Lingham
Creative Director: Will Awdry
Art Directors: Matthew Anderson, Steve Nicholls
Copywriters: Matthew Anderson, Steve Nicholls
Typographer: Andy Breese
Client: Transport for London
Product: London Underground
The judges felt that this example showed how crucial planning is in
changing perceptions among a difficult-to-please audience: tube
users.
Tube users are concerned with reliability, safe and frequent service,
convenience and speed. They have little time for the finer points of
running an underground system. The planner had discovered this with a
previous campaign that had informed tube users of CCTV cameras on
platforms.
A brand new approach was needed which strategically linked the campaign
to tube users. The problem lay in connecting improvements such as CCTV
and cleaner stations to a more reliable service.
The planning solution was a mock information format that empowered the
message. And, by describing real situations, it positioned the tube as a
warmer, friendlier environment.
Creative executions used information posters - which tube users would
normally associate with bad news such as delays or signal failures - to
communicate to commuters that London Underground's attention to detail
made their journeys more efficient.
A series of headlines that read "unNoticed" or "Incident didn't happen
here" echoed the usual "Notice" or "Incident".
At the peak of the campaign, awareness was at 73 per cent, one of the
highest scores London Underground has ever achieved for a poster
campaign.
