The launch of the Land Rover Evoque was delivered only through social channels, so when an amazing new media opportunity arose at short notice to ‘take-over’ the whole of Euston station there was no advertising campaign in existence.
We had already created a CGI model of the Evoque for use in the social media launch campaign. We now had just four weeks to get a campaign in place for media including 9 full-motion screens, every digital poster on the concourse and all the escalator panels down to the underground. The visually spectacular ‘ballet’ we created literally stopped people in their tracks. As they emerged from the tube onto the concourse police were drafted in to move people away from the top of the escalators.
The animations traveled around the busy station ‘drove’ down the escalators and illuminated the passageways. Posts on social media described it as a ‘beautiful ballet’. JC Decaux, the media owner loved the way it ‘sold’ the media and it won both media and creative awards as well as making headlines in the London and National press.
Creative Team: Nigel Webb, Richard Kenyon, Production Company: Smoke and Mirrors
Land Rover Evoque Euston Station take-over
Creating headlines with a spectacular automotive ballet