Exterion Media (a UK based media agency) and adidas have launched a new limited edition, ‘painted bus’ advertising format, as part of this year’s ‘Year of the Bus’ celebrations.
adidas will be using 32 buses painted black as part of adidas’ “all in or nothing” World Cup campaign. This marketing “stunt” was allowed by Transport for London (TfL) to paint the iconic New Routemaster.
The campaign, developed by Exterion Media in conjunction with Posterscope, Carat and TBWA, is being used by adidas to promote the launch of its World Cup football boots to Londoners, ahead of this summer’s tournament.
The 32 buses, one for each of the teams taking part in the tournament, took to the streets from May 25 and will be a fixture on the capital’s streets throughout the event.
Exterion Media UK Managing Director, Jason Cotterrell commented: “We’re particularly proud to be part of such a fantastic campaign with adidas. Painting the entirety of one of our iconic New Routemasters is an entirely new approach to bus advertising and is guaranteed to turn heads on London’s busy high streets. The capital is the centre of creativity for advertising so we’re really looking forward to seeing what other brands can do to make the most of this incredibly powerful advertising platform.”
Surface Tansport at TfL Managing Director, Leon Daniels added: “We’re really excited about this new and creative method for advertising on the New Routemaster. It’s an innovative way of celebrating the Year of the Bus which marks the vital role the bus network plays in the daily life of London and the wider UK economy.”
The adidas painted buses will be on routes 38 and 8, travelling through Piccadilly Circus and Knightsbridge and Shoreditch and the City respectively, from May 25 for four months.
It’s all about taking ownership of an event on a given location. Iconic town landmarks are extremely important symbols, when linked to a brand contribute to a huge impact.