Flamboyant confectionary brand Mr. Tom Peanut Crunch launched a campaign with JCDecaux asking Londoners to ‘#ShowUsYoureNuts’.
In order to stand out from the fierce competition in the confectionary industry and create social buzz, the Hosta Meltis-owned product deployed a two-week dynamic campaign on JCDecaux’s 40-metre-long digital screen - Motion@Waterloo - seen by 2.2 million people each week. The campaign also ran across JCDecaux’s London Rail digital 6-sheet network.
Using the moustache of famously flamboyant artist Dali as its mascot, Mr. Tom asked the public to tweet images that #ShowUsYoureNuts to win a box of the peanut bars. The best was posted for all to see on Motion@Waterloo.
The campaign also featured an experiential element on July 18th where commuters had their craziest photos taken at a booth and received a free peanut bar.
Matt Jones, CEO at S3 Advertising said: “Waterloo railway station has the highest footfall out of all the railway stations in the UK.
“In terms of connecting with a huge audience, generating the best reach and desired frequency, Waterloo was the perfect destination. The 40 metre screen dominates the station, making the campaign unavoidable. The floor to screen interactive campaign will drive awareness and talk ability of the Mr. Tom Peanut Crunch bar.”
The campaign was planned and booked with JCDecaux by S3 Advertising.
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