CBS Outdoor’s new high-impact ‘digiwall’ at Bond Street Tube Station will form part of Umbro’s ‘Tailored by England’ campaign to promote the new England kit within key retail locations.
Umbro chose a combination of CBS Outdoor’s high-impact advertising formats for the launch of the new kit including Oxford Circus 5 Ways, Digital Escalator Panels and the new digiwall combining static and digital out-of-home formats to maximise brand standout
The digiwall comprises a floor to ceiling vinyl wall wrap with images of supporters from varied nationalities wearing the kit. Running with the strap line ‘198 nations represented in one. London, 2009’, the campaign is designed to honour the past with traditional kit design, but also to look to the future to encompass England’s diverse population and embed the brand within contemporary culture.
To effectively captivate consumers on the move, CBS Outdoor’s digiwall format delivers huge standout while offering the real-time flexibility of digital Outdoor. Mounted on the wrapped Tube wall are two striking black backlit posters that carry the ‘Tailored by England’ strap line, alongside a 57” HD screen showing clips of the supporters cut with questions challenging the meaning of being English.
Umbro has also bought CBS Outdoor’s Oxford Circus 5-Ways, an exclusive domination of the busy tunnels that lead to the exit escalators. The walls will be wrapped with same creative used on the digiwall, giving Umbro 300m2 of brand impact for the new kit.
Fiona FitzGibbon, Head of Sales, CBS Outdoor comments: "The Umbro campaign is a great example of how CBS Outdoor can achieve multiple campaign objectives with one highly-targeted solution. The digiwall, DEPs and 5 Ways form an engaging campaign that not only showcases Umbro’s new shirt design but communicates the overall strategy of ‘Tailored by England’.”
Rob Seidu, Account Director, Mindshare, comments: “Umbro's campaign for the new England shirt brings to life England’s relationship with football, it fuels, influences and inspires culture. Umbro, with the help of Mindshare, wanted to communicate its ‘Tailored by England’ message to a young, brand audience. CBS Outdoor’s Underground inventory allows Umbro to reach and impact on its desired audience within the heart of London's fashion district.”
The Umbro campaign, planned by Mindshare and bought by Kinetic, will run for two weeks on the Bond Street digiwall, Oxford Circus 5 Ways and networked DEPs.
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