MEDIA CHOICE: Ian Darby chooses Connex South Central's guerrilla advertising campaign to stop fare evasion

'A few weeks ago, I was rushing through London Bridge Station when I noticed this attempt by Connex to stop fare evasion.

'A few weeks ago, I was rushing through London Bridge Station when I noticed this attempt by Connex to stop fare evasion.

'The series of posters took over the platform and would make anybody think twice about not paying for their ticket. Their stark monochrome style aims to play on the mind of the constant fare evader, not that I would ever fall into this category, of course, by using the line: 'When will it happen?' The message is reinforced by some cunning placement near ticket machines and security gates.

'Unfortunately, Connex has now pulled the campaign because of the recent rail problems.'



Client: Connex South Central

Medium: Posters

Media strategy: Tom Fletcher at All Response Media

Creative: Euro RSCG Direct

Brief: Combat fare evasion at nine stations around London.



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