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Samsung reimagines TfL tube map to promote Google’s Circle Search on the Galaxy S24


By Hannah Bowler, Senior reporter

February 1, 2024 | 2 min read

The iconic Harry Beck tube map gets its first major redesign in 90 years.

Re-imagined tube map on the side of a station entrance

Underground station out of home ads / Samsung

Samsung has teamed up with TfL to reimagine the tube map as a circle to promote the fact Google’s Circle to Search technology is coming to its new Galaxy S24 phone. The feature allows users to search by simply circling an item on their screen, meaning they won’t have to switch apps.

The map will be on display for two weeks at Circle line platforms at five stations: King’s Cross, Blackfriars, Westminster, Liverpool Street and Paddington.

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King’s Cross will have the biggest advertising takeover, along with Victoria Underground, which will be wrapped in the map.

Creative agency Iris is behind the campaign, while media agency Starcom was behind the media buy along with Global.

Along with the TfL activation, Samsung has created an above-ground running route that follows the Circle Line and, as part of the campaign, will get customers to take part in an organized run on February 3.

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