Waterloo Motion on track with Audi partnership
Automotive giant Audi took a turn into the sign industry recently after serving as the launch partner of Waterloo Motion, the UK’s largest indoor advertising screen that is located in London’s Waterloo railway station
Thursday, 27 Feb 2014 12:38 GMT
Waterloo Motion will reach a vast audience London’s Waterloo station
The new screen comprises 40 x 3m, 6mm pixel high-definition screen that span the length of the concourse.
The project is part of JCDecaux’s and Network Rail’s initiative to further evolve railway advertising in the UK.
Under the agreement with the car firm, Waterloo Motion launched with the Audi Dashboard, a concept that features branded content developed for the site by advertising agency BBH London and created by Grand Visual.
The Dashboard will display live statistics and contextual message about ‘One day in the life of Waterloo’—a series of facts about the station that are compared to Audi’s range of vehicles.
In addition real-time information will also be displayed on the Dashboard, which will be updated with new content every two minutes, while a Twitter feed entitled #AudiWaterloo will allow passengers to participate in on-screen conversations.
The combination of a strong ABC1 audience and an average dwell time of 17 minutes gives us a great opportunity to communicate key brand messages to the right people”
Spencer Berwin, managing director of sales at JCDecaux UK, says that having a name like Audi behind the project will offer a significant boost.
He adds: “It is fantastic that Audi has chosen to be our partner for the launch of Waterloo Motion, which marks a new era in rail advertising, underlining the importance of rail as an environment for brands and the ability of digital to create powerful, immersive experiences that engage millions of consumers.”
Kristian Dean, national communications manager at Audi UK, adds: “The combination of a strong ABC1 audience and an average dwell time of 17 minutes gives us a great opportunity to communicate key brand messages to the right people.”
