Maybelline’s ‘Maybe She’s Born With It’ is the most recognisable strapline, CBS Outdoor has revealed from its campaign in celebration of 150 years of advertising on the London Underground.
The campaign, which ran for two weeks and saw 115 posters across 78 stations challenge commuters to guess which notable 150 brands have advertised on the London Underground from both product and strapline based clues, saw only 700 players achieve full marks – one of which has now won a year’s free travel.
Simon Harrington, marketing director of CBS Outdoor UK, said:“150 Brands is a great example of what can be achieved with a highly interactive campaign which includes a strong call-to-action and enables people to share content online with their friends and contemporaries.
“Over 30 per cent of commuters played the game on their mobile devices – many of whom would have taken advantage of free Wi-Fi on the underground to do so there and then; while looking for distraction. This is a powerful showcase for marketers who are seeking a meaningful way of engaging with a hyper-connected target audience. After all, 57 per cent of Londoners have a smartphone. The opportunity to engage on the hoof and spread the message is immense.
"The 150 Brands game provides just an inkling of what can be achieved when you fire up people’s imagination and bring them along for the journey; in this case, the opportunity to involve people in the London Underground’s rich advertising heritage.”
It was discovered that the game reached 99 countries and each player spent an average of 47 minutes on the site.
CBS Outdoor worked in collaboration with creative agency Clinic to execute the campaign.
Top five most recognisable straplines:
Maybe She’s Born With It (Maybelline)
Taste is King (Burger King)
Just Do It (Nike)
It's Finger Lickin' Good (KFC)
I'm lovin' it (McDonald’s)