Vibram FiveFingers® Takes London by Storm with Iconic Bus Advertising Campaign

Discover how Vibram FiveFingers® leveraged London Bus Advertising to promote their minimalist footwear during the 2012 Olympics, reaching thousands across the capital and boosting brand awareness.

Introduction: Launching in Time for the Olympics

In 2012, as London prepared to host the Olympics, Italian brand Vibram® took full advantage of the city’s global spotlight to launch an eye-catching advertising campaign for their unique product—Vibram FiveFingers® footwear. Known for their distinctive design, these minimalist shoes were created for those seeking a more natural running and training experience. To introduce them to a broader UK audience, Vibram FiveFingers® partnered with Primal Lifestyle, the official UK distributor, and London Bus Advertising to execute an innovative outdoor campaign.

The timing of the campaign was strategic, as it coincided with the influx of tourists and sports enthusiasts flocking to London for the Olympics. Vibram FiveFingers® was looking to raise brand awareness in a big way, and there was no better way to do this than with the vibrant, high-visibility platform provided by London’s iconic buses.

The ‘Train With’ Campaign: A Bold Approach

The “Train With” campaign, designed to promote Vibram FiveFingers® shoes, was launched in the heart of Central London. Featuring bold, minimalist designs that highlighted the unique structure of the footwear, the campaign ran for four weeks during one of the busiest tourist seasons in the capital. The goal was clear: to educate Londoners and international visitors alike on the benefits of training with a shoe that offers maximum freedom of movement by featuring individual slots for each toe.

Why Bus Advertising Was the Perfect Fit:

• Visibility: The campaign was strategically placed on superside buses, which offer one of the most eye-catching and impactful advertising formats available.
• High Foot Traffic: Central London, especially during the Olympic period, was bustling with visitors, athletes, and commuters who were exposed to the campaign on a daily basis.
• Memorable Design: The shoes’ unique design, which allowed each toe to move independently, was showcased prominently on the buses. This format ensured maximum attention and engagement from passers-by at street level.

With Londoners already in a sports-centric mindset due to the Olympics, the campaign seamlessly aligned with the athletic and fitness-driven mood of the city.

Why Superside Bus Advertising Was Ideal for Vibram FiveFingers®

Vibram FiveFingers® is known for its unconventional, minimalist design, and the company needed an advertising platform that would allow the product to stand out in a crowded market. Superside bus advertising was the ideal choice for this campaign, and here’s why:

• High Reach: Superside buses run across central London, reaching a massive and diverse audience, from busy professionals to tourists from around the world.
• Street-Level Impact: The superside format ensured the visuals were visible from both pedestrians and commuters, helping to capture attention at eye-level.
• Strong Brand Recall: Bus advertising is proven to be one of the most effective ways to build brand recall. According to studies, 91% of Londoners are able to spontaneously recall bus adverts, making it an ideal format for creating lasting impressions.

Maximising Impact During the Olympics

London’s streets were flooded with visitors and tourists during the 2012 Olympics, providing Vibram FiveFingers® with an excellent opportunity to showcase their product. With the city’s attention firmly fixed on athleticism and physical activity, Vibram FiveFingers® fit perfectly into the Olympic spirit. By using buses as a mobile advertising medium, the campaign was able to reach both locals and international visitors at the perfect time.

The sleek and minimalist design of the shoes, paired with powerful messaging about their natural training benefits, caught the eye of fitness enthusiasts, athletes, and curious passers-by. The campaign not only raised awareness but also created a buzz about the product in one of the world’s most iconic cities.

Campaign Results: Raising Brand Awareness and Driving Engagement

The Vibram FiveFingers® bus campaign was a major success, thanks in part to its strategic timing and highly visible format. The campaign reached thousands of people every day, including tourists and locals, and successfully placed Vibram FiveFingers® at the forefront of the fitness conversation.

Key Benefits of the Campaign:

• High Engagement: The buses were visible across the capital, ensuring maximum exposure and engagement from the public.
• Brand Recall: With bus advertising being one of the most memorable forms of outdoor advertising, Vibram FiveFingers® significantly boosted brand recognition.
• Targeted Audience: The Olympic buzz and fitness focus provided the perfect backdrop for promoting a product designed to enhance training and running experiences.

London Bus Advertising’s campaign proved to be an excellent way for Vibram to tap into the city’s athletic spirit, ensuring the brand was front and centre during one of the most high-profile events in the world.

Why Choose Bus Advertising for Your Brand

If you’re looking for a unique way to advertise your brand and reach a large audience in one of the world’s busiest cities, bus advertising is a powerful tool. Whether it’s for promoting a new product or capitalising on an event, bus advertising allows you to engage with consumers at street level in an unforgettable way.

At London Bus Advertising, we offer a variety of formats, including bus wraps, bus sides, and bus rears, to suit your campaign goals. Our team can help you create a visually striking and effective advertising campaign that reaches thousands of people every day.

Contact us today to learn how we can help bring your brand to life on the streets of London.

Vibram FiveFingers®’ successful partnership with London Bus Advertising is a prime example of how bus advertising can be used effectively to capture attention, build brand awareness, and engage a large, diverse audience. With its unique design and strategic placement, this campaign exemplifies the power of outdoor advertising in one of the most competitive markets in the world.