We decided to concentrate exclusively on that moment when consumers were making leisure choices and were therefore receptive to influences during the journey home. The campaign followed them at every step of the way, through the Underground and mainline stations and in areas where they would converge. It was powerful enough to cut through the cluttered environment and provide a strong call to action and reason to buy that day’s newspaper.

Despite a cover price increase from 35p to 40p, the Evening Standard’s circulation rose 5% during the campaign period. Within the 12 station, sales increased by 16%, with the stations’ main newsagent, WH Smith, experiencing a 30% increase in sales. The partnership with Viacom generated an additional £225,000 of value.