YouTube was the launch partner on the newly digitised Old Street EC1, which went live on Monday 13th October.
The campaign for YouTube promoted their best content, whilst demonstrating the opportunity for people to become content creators and for brands to harness these channels to reach their audiences. It showcased the work of three of its brightest stars – Zoella, Vice News and the Slow Mo Guys – with creatives running across Google-owned digital properties as well as TV, Print and Out-of-Home.
Rob Maddison, Google’s Media Manager, commented: “The launch of Old Street EC1 really suits our campaign perfectly as it allows YouTube to become part of the fabric of this highly desirable and exciting part of London, around Tech City.”
Jamie Finn, Business Director – Talon, said “We’re delighted to have secured this fantastic new digital OOH placement for our client, Google. It ties in perfectly with our campaign objectives for YouTube, reaches a valuable audience and a site of this scale allows us to make a big impact in a unique area of London.”
Spencer Berwin, Managing Director of JCDecaux - Sales, said: “Old Street EC1 delivers the influential audiences that brands need - from the tech communities, to the city-workers and fashionistas. Digital brings a new level of engagement to our medium and we are delighted to see YouTube deploy this exciting new channel to its full creative potential, putting their vbloggers centre-stage in the heart of Tech City.”
As part of the wider campaign, YouTube deployed JCDecaux’s premium digital Out-of-Home locations, including the Motion portfolio at Waterloo, Liverpool Street and Euston stations, plus the nine screen network on London's Cromwell Road - The Cromwell Road Digital Gateway.
The campaign was planned and booked by OMD UK and Talon.