FrieslandCampina is dominating London Waterloo station to kick-start its 2016 brand launch for yogurt drink Optiwell.
The “Thank Goodness” campaign is leveraging the entire Waterloo poster inventory of Primesight, one of the UK’s leading OOH media owners, from February 15-28 to promote Optiwell, FrieslandCampina’s new yogurt drink.
Primesight’s posters will display two key creatives: one brand and product-centred, and the other featuring British TV presenter Holly Willoughby, who is leading the launch campaign. The OOH agency was MEC Manchester and specialist was Kinetic Manchester.
As one of the country’s busiest stations and a major commuter location for Optiwell’s target audience of women aged 25-45, the Waterloo domination is a key media opportunity in building brand awareness.
People will also be invited to try Optiwell for free at Waterloo station, as well as being sampled at nearby offices across the first week of the campaign.
This OOH activation is part of a large-scale multi-channel advertisement campaign centred on London, which includes distribution drives and in-store activation. FrieslandCampina is also leveraging online brand display and social media, with investment with Facebook, Google and YouTube.
Rubbi Bhogal-Wood, regional business director at Primesight, said: “The Waterloo domination is a brilliant format on which to launch the new Optiwell yogurt drink. The layout of our inventory is the ideal platform to create a giant visual storyboard to share Optiwell’s key messaging around dairy goodness and how easy it is to be a part of people’s daily commute and breakfast routine.”
Will Jones, Marketing Director at FrieslandCampina, said: “The Waterloo domination was chosen for Optiwell, our new delicious yogurt drink, due to the large reach and frequency of coverage it offers. With multiple poster sites in close proximity at the station, it allows for strong brand visibility and impact, which is essential when launching a new brand.
“Waterloo is a mainline commuter station and an ideal location for us to build Optiwell’s brand awareness amongst our key target consumers, who are often busy and looking for a healthy drink on-the-go. The Waterloo takeover will also be supported through extensive sampling around the station as well as nearby offices. So head down to Waterloo and get your free sample of Optiwell.”