Media Road Test - Coca-Cola

Coca-Cola has taken over Clapham Common Tube station. The high-impact campaign, created by Vizeum, Posterscope, Mother and CBS Outdoor, involves the creative running across all the station's escalator panels and the wall of the building.

- What's in it for commuters?

Travelling on the Tube, and the Northern Line in particular, is never a pleasant experience. The calming hues of Coke's advertising offer a pleasant distraction from the sweltering conditions that reign underground during the summer months, and the resulting barely suppressed rage of fellow-commuters.

- What's in it for advertisers?

This is outdoor advertising at its best - a simple, well-executed concept targeting the station's demographic of ABC1 commuters. Coca-Cola gets maximum stand-out in an area that is saturated with bars, restaurants and shops. After spending any length of time on the hot and stuffy Tube, it is likely that many travellers will welcome the idea of an ice-cold drink.

This article was first published on Marketing