Using fully recyclable vinyl wraps, posters, digital videos and digital 6-sheets, the campaign aims to highlight the array of destinations that Wizz Air serves, from Budapest to Porto to Turku, as well as depicting real life travel stories from the airline’s customers.
By combining a number of digital out-of-home formats, the campaign aims to offer an immersive experience to commuters walking through the station to the Underground.
JCDecaux, which owns the media space, first launched the new digital screens at London St Pancras in July, with Evian being the first brand to occupy the space promoting its sponsorship of Wimbledon.
Tommy Seres of Wizz Air comments: “As Europe’s fastest growing airline, we wanted a campaign that not only encapsulates the personality and vibrancy of the Wizz Air brand, but also highlights our range of routes, prices and all the experiences one can have by travelling on our network.
“OOH is the perfect format for this as it allows us as a brand to demonstrate key messages to consumers in different formats as they walk through the station and onto the Underground.
“Over the past few years OOH has been the most successful media format in generating awareness and conversions with our target audiences. Working with Hearts & Science has been critical in driving growth over a series of campaigns.”
Over the past few years OOH has been the most successful media format in generating awareness and conversions with our target audiences”
With 176 million people passing through King’s Cross and St Pancras stations each year, it makes the immersion zone a valuable spot for brands looking to reach commuters in the city with OOH.
Mark Swansborough, chief commercial officer at Hearts & Science UK, adds: “The variety of OOH formats at Kings’ Cross allows us to be hugely creative with our execution and has also been essential in being able to position different key messages to our target audiences.
"King’s Cross St Pancras is a prime location for Wizz Air as it provides a direct transport link to its fleet hub at Luton Airport. “
Other campaigns have seen the zone transformed for the new season of The Crown, where digital screens were adorned with gold finished frames, keeping in theme with the programme.
In 2015, the area was transformed into an “exotic paradise” for the Mexican Tourist Board where vinyl wraps depicted some of the scenery from the country, as well as 4,500 model butterflies which were attached to the walls for commuters to take away with them.
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