RPM3 unveils online Heathrow Express ads

Heathrow Express is building on its "timing is everything" positioning, with a series of interactive online ads.

RPM3 has developed new online work that includes interactive banners, skyscraper-shaped ads and pop-up games based around the theme of travellers getting their timing right.

The banner advertising is innovative because it allows consumers to interact with it by clicking the mouse at the right time to complete an action. One banner ad shows cricketers running between the wickets with the web user clicking at the right time to run one of them out. Another shows a knife thrower and a spinning wheel of death. A click at the right time allows the knives to miss the woman strapped to the wheel.

The skyscraper-shaped ads include a man poised to dive at the top of a cliff. A click at the right or wrong time determines whether he hits water or rocks.

The online advertising will run on business and travel sites including FT.com, This Is Money, Business Traveller and Interactive Investor.

Diane Glassford, the marketing manager of Heathrow Express, said: "Innovation has played a considerable part in the success of Heathrow Express. This willingness to look outside of the traditional approach is perfectly illustrated in this new approach to banner advertising, which will provide excellent support to our poster and press activity."

The campaign was art directed by Russell Wailes and the copywriter was Steve McCabe. Media planning and buying was through Carat. Production was by Young Guns Design.

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