In anticipation of the 2012 London Olympic Games, Italian company Vibram® was out of the starting blocks fast as it launched its new Advertising campaign in the UK to promote Vibram Fivefingers®.
London Bus Advertising was appointed by Primal Lifestyle, the official distributor of Vibram FiveFingers® footwear to the UK market, to handle the media planning and buying of the Outdoor Advertising. The ‘Train With’ campaign ran timely with the influx of tourists and visitors in London for the 2012 Olympics. The campaign was successful in targetting Central London and showcased the unique, minimalist running and training shoes.
The branded buses were on the road for four weeks, inspiring people around London to train with the latest and most extreme minimalist shoe style on the market, with the objective to increase awareness of the brand during the Olympic period; capitalising on the athletic focus and the increased tourism in the capital.
London Bus Advertising recommended bus superside advertising in Central London in order to effectively promote the unusual design of the training and running shoe to consumers. Vibram FiveFingers® is the minimalist training and running shoe, taking athletes back to nature. Named due to the individual slots for each toe, the shoes became a sports phenomenon back in summer 2012.
The bus supersides could be seen by pedestrians on a street level, and in a safe way whilst driving. Bus advertising is renowned for high coverage and recall with 91% of Londoners able to spontaneously recall a bus advertisement, with 73% claiming they prefer buses in the Capital featuring advertising.