Over the next two weeks, the Evian activity planned by MEC and bought by Kinetic, will also include ads on the London Underground digital escalator panels (DEPs), when the temperature reaches 25 degrees.
Day-part campaigns on cross-track projectors (XTP) will target morning and evening commuters in the West End. In the morning, XTP screens will show images from Wimbledon, provided by Getty Images, but in the evenings the screens will show "Today at Wimbledon..." with display highlights from that day's play.
Nick Shaw, account director at CBS Outdoor, said the campaign was a great example of how clients are using CBS Outdoor inventory to maximise brand awareness, by using day-part advertising on XTP and thermal activity on the DEPs.
Gayle Noah, media manager at Danone, owner of Evian, said Wimbledon was a milestone event for the UK and Danone wanted to make sure it was speaking to the heart of London's commuters.
Noah said Danone iwas particularly excited about the thermal activity on the digital panels, because the flexible, bespoke advertising would be hitting Evian's target audience with exactly the right message at the right time.
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