Out of Home International are behind the media planning and buying of the Outdoor Advertising launching 20th February 2012 featuring backlit 6 sheets across ‘Elite’ London Underground stations, targeting the key retail and shopping destinations in The Capital.
The artwork for the advertising was created by the creative team at MRPORTER.COM and features key pieces from designers including Alexander McQueen, Gucci, Jil Sander, Burberry Prorsum, Givenchy and many more.
Outdoor Advertising is a new element of the global campaign which doesn’t feature male models but ‘heirs of stylish lineage’. The key message of the campaign is that ‘you can inherit style or purchase it at MRPORTER.COM’.
Logan Plant, son of rock-god Robert Plant (of Led Zeppelin fame); and grandson of Hollywood great Marlon Brando, Tuki Brando model new pieces from leading brands whose products are available from MRPORTER.COM.
“At MR PORTER we’re interested in style, talent and story-telling and so we chose people who encompass all three. Mr. Brando and Mr. Plant not only look good, have an individual style, and very different career paths, but they are descendants of style icons, too.
Whether you inherit style or create your own, these men have managed to do both, and they lead in their respective fields as MR PORTER does as the leading global style destination for men.” Jeremy Langmead, Editor-in-chief, MRPORTER.COM
Laura Rigby, Outdoor Account Manager for fashion clients at Out Of Home International contacted MRPORTER.COM to discuss the benefits of Outdoor Advertising to complement the online editorial and campaign. Originally Outdoor was not considered in the campaign, but upon Laura’s recommendations, the marketing team took up the opportunity to advertise in the number one shopping city in Europe (research found by the EIU).
Laura targeted key underground stations in London including Oxford Circus, Bond Street and Tottenham Court Road to target style savvy city shoppers visiting Oxford Street, Europe’s busiest high street and London’s catwalk.
Research has proven Outdoor is the key medium to reach shoppers in the 30 minutes prior to purchase, with 40% of shoppers seeing Outdoor in the last window of influence (Helen-Harrison & Company). Underground 6 sheets benefit from 100% pedestrian traffic, which upon seeing the advertising can Google the website when over ground.
The advertising will target 31.2% of total tube users, and reach an audience of 767,801 over the two week period (figures from CBS Outdoor).