P&G uses new interactive Tube ads to launch Aussie hair product
In a ‘media first’ through Viacom Outdoor’s Impact team, 6 Sheets on the London Underground have been fitted with interactive mobile phone technology ‘Hypertag’ for P&G brand Aussie. Using the infra red function on a mobile phone and pointing the handset at an Aussie 6 Sheet poster, Tube users will be able download a unique lottery number and enter a competition to win a holiday in Australia.
Michael Inpong, Aussie haircare’s assistant brand manager, comments, “We know that our predominantly female audience loves to try new things and is techno-savvy so we saw this campaign as a prefect route to interacting with and inspiring them to discover the Aussie experience. We also aim to drive traffic to our new website: www.aussiehair.com, where consumers can find out about our award winning intensive conditioner 3 Minute Miracle and sign up for a free sample. P&G Beauty brands are always keen to explore innovative ways to communicate with its consumers and Hypertag technology is an exciting way to reach our target market in London and the South East in a way that’s never been done.”
Jon Lewen, Business Development Manager at Viacom Outdoor, says, “It’s great to push the boundaries and open up brand new opportunities for advertisers on the Underground. Marrying a client’s brand objectives with new technological advancements gives the resulting campaign great standout. Tube users will certainly get a buzz out of using their phones underground – something that hasn’t been possible until now.”
There are 25 special 6 Sheets at central stations including Oxford Circus, Paddington and Bank, supported by other 6 Sheets across the network.