Tropicana is brightening up rail and underground stations across London in its latest campaign for Tropicana’s Single Serve orange juice. The campaign includes a huge digital OOH push spanning DEPs, D6s, LCDs and DigiWalls as well as Tunnel wraps, Mega Walls and 6 sheets in a campaign that will see 5 London Station dominations.
“Single Serve” is planned and booked by OMD with digital production by Grand Visual. The digital creative features a dazzling slice of orange which rises like the morning sun and entices commuters to pick up their “Pocketful of sunshine”. The multi-copy campaign also communicates the health benefits of the drink with additional contextual messaging such as “Bring some sunshine with you. It’s dark in the underground”.
The campaign includes a high-profile Euston Immersion Zone comprising giant orange full-brand wraps, digital escalator panels and digital 6-sheets. Passengers on the concourse will be surrounded on all sides by the brand, with creative running across the nine Euston Motion screens. For the Digital Escalator Panels a special multi-screen creative is running to show the classic orange juice Single Serve bottle travelling through 4 screens alongside the audience. The digital 6-sheet creative targets London’s morning commuters between 6 and 10am, extending the campaign’s reach when most relevant.