THE BACKGROUND:
The Shard had recently opened with it's own viewing platform, higher that the London Eye.
THE CHALLENGE:
To find a unique proposition for the London Eye that could set it apart from the Shard and maintain its position as the most popular viewing platform for London.
THE INSIGHTS:
The London Eye moves through 360° for an evolving/revolving view of London.
Unlike the Shard, you become a passenger on journey. Not an individual walking around a platform.
London Eye's key target audience is families and couples.
91% of London Eye users agree that the experience was a wonderful experience that they will always remember.
THE IDEA:
The creative idea was 'A More Moving View'.
The creative strategy for this was twofold: to lead with the London Eye's superiority over the Shard and to focus on the emotional 'story' that a trip to the London Eye carries.
With this in mind the art direction approach was to sell the emotion not the product, for that is the real currency. To stay true to this principle, we decided to only use real, ordinary people for the photos. Not models in contrived situations, but real people displaying real emotions whilst on the London Eye.
We capitalised on the growing trend for capturing these kind of moments on Instagram, by taking an art direction nod from the raft of Instagram filters available at the time, which were nostalgic in feel.
THE RESULTS:
A 19% positive uplift in brand sentiment.
10% uplift in booking over the next 3 months.
The London Eye remains London's first choice for viewing London from above.
6 sheet
6 sheet
6 sheet
6 sheet
In situ
In situ
In situ
In situ
