Look For Longer is Back! – Transport Media

Cries of joy can no doubt be heard acrossLondon at the moment, as commuters are relieved of boredom throughout the city by the return of CBS Outdoor UK’s prolific Look For Longer campaign.

Last year’s Look For Longer debut saw the initative reach almost 300,000 unique users across 170 countries, and so Look For Longer 2 will continue the mission to highlight the effectiveness of outdoor advertising, attempting the ambitious task of outperforming its predecessor.

London-Underground-advertising-Look-for-Longer

CBS-powered online research panel work.shop.play. tasked the public with concocting their very own cryptic clues back in September, aiming to re-create the success of their original 2012 creation. A brand new street now contains 100 of the most enigmatic submissions, each credited to their creator and representing a London Underground, Overground or DLR station.

65 outdoor billboards have been positioned at 40 central London stations, encouraging the public to think laterally and also share the #LookForLonger hashtag across their social community in order to gain hints from fellow players. Prizes can be earnt at completion landmarks, from a Nike+ Fuelband exercise band at 25 answers to a Samsung Smart Camera NX2000 for hitting the big 100. CBS Outdoor UK are also publishing a list of those in the ‘#100club’ on their website for novelty value.

CBS Outdoor UK MD, Simon Harrington, said: “Like last year, the game should not only benefit from the full weight of traditional outdoor advertising on the Underground behind it; but it should also generate considerable buzz across social media networks. Look for Longer taps into our curiosity and shows the benefits of engaging with an audience that is highly responsive and hyper-connected. Meaningful interaction with consumers results in more positive brand affinity, and provides opportunities to listen and respond in a valuable way.”