The campaign was planned to cover student unions, bars and public transport, targeting students and youth whilst “out and about”. This target is a highly media-savvy audience – media has to work hard to engage them. Innovative formats were used, at locations specifically and highly targeted to youth audiences. The executions focused upon 4 different music genres and a number of interactive City Lights asked audiences to vote for their favourite.

Communications were multi-layered, and detailed planning ensured every touchpoint was covered – in the student/bar environment, from the 6-sheets, through to table wraps, washroom panels, mirror stickers, glasses, bar runners, postcards and bag branding, the creative was everywhere. Likewise at underground transport locations, they were dominated with Tube Car Panels (TCPs), Lift Escalator Panels (LEPs) as well as ticket gateway and bus sides.

The campaign involved 14 different formats and over 512,000 branded elements, so dominated the selected locations.

23% of students at the 10 participating universities interacted with the City Lights - 40,000 interactions.

Feedback from the students and the Student Union officers, indicated that the campaign featured some of the best / most eye catching creative executions they had seen.