CREATIVE DIRECTOR / ARTIST / DESIGNER
CREATIVE DIRECTOR / ARTIST / DESIGNER
/ CONCEPTING / ART DIRECTION / VISUALISATION /
With a new brand proposition of ‘engaging urban audiences’, how could Exterion (previously CBS Outdoor) prove its Out Of Home ‘extended engagement’ offering?
‘Look for Longer’ sought to bring this to life via a viral campaign. Could an Outdoor campaign integrate with social media in a measurably successful way? A cryptic poster challenge would strive to answer this question.
Across 50 London Underground 48-Sheets, consumers were prompted to complete the challenge online via a URL, and share the campaign and clues via #lookforlonger.
Participation levels were extraordinary – with London’s hyper connected audience spreading the word far beyond the capital to other UK urban centres, Europe and the rest of the world.
This visual puzzle contained cryptic clues to find 75 hidden London Underground stations.
Many hours were spent concepting clues, scamping up compositions and photoshopping the 100s of layers that were used to make the scene.
An augmented reality element was added to the campaign to drive interaction at a site in Westfield Stratford City.
It also helped those stuck on clues – animating the ten least correctly answered, and offering an extra hint, when viewed through the Blippar application.
A ‘Look for Longer’ social community was quickly established, with players exchanging answers. @lookforlonger further drove online engagement, with regular interactions between the official Twitter page and players. Social tracking showed the birth and regular use of #75club, amongst Twitter users who had completed the game by successfully answering all 75 clues.
The campaign proved Exterion’s claim with over 578,777 website hits, 66 minutes average dwell time and 12,119,901 answers submitted. Social media also performed strongly, with 103,000 visits via Facebook, and over 7,000 posts across other social networks.
Total earned media was £304,276 but perhaps most importantly, YOY 48-sheet sales in the January following the campaign were up 24%.
Look For Longer won a DBA Effectiveness Award.
For the sequel, customers were invited to submit their own ideas for consideration to be included this new vacant puzzle. 'Look for Longer 2' was to contain 100 of the remaining London Underground stations as hidden clues.
The 100 clues were collated, sketched, fitted and crafted into a giant new cryptic puzzle.
You can still play the game at lookforlonger.com