Simple and brilliant - a really clever advertising campaign on the tube and a very effective way of measuring ROI. The company in question created a clear message and a unique url, allowing them to precisely measure traffic generated by the campaign - brilliant!
As someone that used to flog the occasional bit of advertising space (for about 10 years) I witnessed the gradual shift from print to digital media. From a simple - "call this number to buy" on a printed page - to a whole lot of head scratching about assorted web campaigns, really great to see such a simple and elegant approach!
Last year a flurry of brands tried to measure engagement using a QR code. However, realisation quickly dawned that a QR code is useless on an underground advert until WI-FI is universally available - measuring Tube campaign impact with a smartphone will just have to wait. So brands must create advertising that is so memorable people will follow up on it once they’re back above ground. The majority of Tube adverts you’ll see are for B2C consumer products with mass market appeal. So, how can a B2B brand with a need for precision targeting break into this underground space?