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Southeastern London metro campaign.

Agency: Brandpool

Client: Southeastern

Brandpool have created and developed a repositioning campaign for Southeastern’s London metro service in light of the Oyster pay as you go (PAYG) roll-out on this line.

Launched this week, the campaign comprises online, outdoor, door drops and press in London and follows the success of Brandpool’s launch of Britain's first domestic high speed rail service for Southeastern last month.

Southeastern customers can now use their Oyster card to pay as you go between Zones 1-6 on all Greater London metro trains and benefit from cheaper and more convenient travel.

They can also top up their Oyster PAYG card or renew their weekly Travelcard at 70 of Southeastern’s metro stations.

Andrew Ayers, head of marketing at Southeastern comments: “Following the success of Brandpool’s recent launch of our high speed service, we were quick to award them the metro campaign. Their innovative operating model means we get heavyweight talent working on our account, drawn from across the whole industry.”

Comments John McWilliams, chairman and creative principal of Brandpool: “As the advent of Oyster PAYG on all London and South East train lines is a major initiative, we wanted to create a fresh, different approach that moves away from typical train advertising and appeals to the urban users we’re talking to.”

The campaign was created by John McWilliams, Chris Hill and Martin Cunningham of Brandpool with illustration by David Whittle.

John McWilliams is known to millions as GMTV’s personality ‘guru on the sofa’ but also as the ad man behind award-winning work for Virgin Atlantic and other household name brands.

Chris Hill is one of the creative brains who developed the much loved Creature Comforts BAFTA winning campaign for the Electricity Association, as well as the long-running ‘Lucky the dog’ commercials for More Than.

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