TM Lewin wanted to launch a campaign that would create fame and interest for the brand amongst a younger 25-34 year-old audience, who are yet to establish their brand of choice for workwear. OOH offered the perfect environment to showcase the striking creative featuring the brand’s latest signing Gary Lineker.
The campaign used a tease and reveal strategy across both iconic digital roadside and high impact London underground locations. The campaign created a huge amount of interest and its success was magnified both via social media and through extensive coverage in the press which often also carried the campaign’s out-of-home creative.
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