THE APG CREATIVE PLANNING AWARDS 2001: Grand Prix - Sponsored by Leapfrog Research & Planning

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.



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