CR Blog

Microsoft campaign takes over UK stations

Advertising, Graphic Design

Posted by Anna Richardson Taylor, 2 April 2013, 11:02    Permalink    Comments (16)

Microsoft has launched one of the UK's biggest train station takeovers as part of a new campaign for Microsoft Office 365, monopolising a vast scale of advertising locations at stations across the UK.

Created by Wunderman, the advertising campaign rolled out across London's Euston, St Pancras, Paddington and Canary Wharf, as well as Glasgow, Edinburgh and Manchester train stations.

The 'Work From Here' campaign incorporates a wide range of media, including every digital display in the stations, benches with built-in Wi-Fi, paper cups, sandwich bags, traditional outdoor and placements on ticket gates, and train tables.

The work involves more than 300 bespoke executions, all tailored to suit a particularly media placement. The central creative idea includes simple graphic communications that demonstrate the ability to work on the go with Microsoft Office 365 from any location. The copy humorously references local vernacular and landmarks, punning on well-known expressions and turns of phrases.

Work From Here is also due to roll out internationall, following the UK launch.

Two of the backlit poster designs

Design for 48 sheet poster

Set of 4 sheet posters

Banners at Paddinton Station

The campaign for the first time uses train table as an advertising medium

 

The April print issue of CR presents the work of three young animators and animation teams to watch. Plus, we go in search of illustrator John Hanna, test out the claims of a new app to have uncovered the secrets of viral ad success and see how visual communications can both help keep us safe and help us recover in hospital

Buy your copy here.

Please note, CR now has a limited presence on the newsstand at WH Smith high street stores (although it can still be found in WH Smith travel branches at train stations and airports). If you cannot find a copy of CR in your town, your WH Smith store or a local independent newsagent can order it for you. You can search for your nearest stockist here. Alternatively, call us on 020 7970 4878, or buy a copy direct from us. Based outside the UK? Simply call +44(0)207 970 4878 to find your nearest stockist. Better yet, subscribe to CR for a year here and save yourself almost 30% on the printed magazine.

CR for the iPad
Read in-depth features and analysis plus exclusive iPad-only content in the Creative Review iPad App. Longer, more in-depth features than we run on the blog, portfolios of great, full-screen images and hi-res video. If the blog is about news, comment and debate, the iPad is about inspiration, viewing and reading. As well as providing exclusive, iPad-only content, the app will also update with new content throughout each month.

16 Comments

cringe
James
2013-04-02 15:49:45


Can't help but think of Orange Mobile, when I see the posters with the orange background.
Ella
2013-04-02 15:52:21


Not a fan of these sorry. I never have liked the recent identity used by Microsoft with their light typefaces and bright colours etc. Just looks like it was completely designed by committee. It's something I'd expect from Wolff Olins to be perfectly honest. Just my opinion of course.
George
2013-04-02 18:35:29


not overly impressed like the rest...
Alan
2013-04-02 21:43:47


My goodness, how much must that have cost! That is an impressive campaign that will certainly be noticed.

It does feel a bit like corporate domination though as I am sure there must have been others wishing to advertise in the stations.

It is interesting to see as a one off but I would not like to see this scale of corporate advertising on a repeated basis as you have got to give the little guy / smaller businesses a chance to market their business too.
Matthew Stapleford
2013-04-03 09:56:06


They sure are spending a lot of money to fool people they're cool.
Steve
2013-04-03 12:07:05


Looks like they're advertising Nokia's Here service instead of Office.
Dragos
2013-04-03 13:30:28


The advertising on the table is the most offensive out of all of this... I'd want a refund from my ticket if I had to stare at that shit for 2 hours plus half an hour waiting outside of Rugby.
mimeArtist
2013-04-03 13:54:18


For me, one of the nicer elements of the new Microsoft/Windows 'flat' re-brand is the use of several different colours together. This can be seen on both the mobile and desktop versions of the software.

Although these adverts do follow the flat design, by having lots of adverts in the same colour next to each other (as pictured above) they lose any colour texture. The colour texture adds a bit of life to the identity and also makes it identifiable as Microsoft to me. Something the above adverts, apart from maybe the first image, don't really have/do.
Mark Ferguson
2013-04-03 14:11:30


I don't get why people like Microsoft with loads of money get away with this sort of advertising! I mean yeah, you're putting all of this info in front of everyone, but it doesn't neccaserily mean that everyone that sees it is going to be like, "Ooooooh. I need this!".

Waste of time in my opinion.

People don't really but stuff any more. It'll get downloaded illegally or use free pieces of software such as Google, Open Office etc.
Mudfords
2013-04-03 15:18:34


'Has John gone for the day? He has? No worries, he'll be waiting for his train home at St Pancras now and I saw some posters today that say they have wifi, so I'll send him these client amends anyway'.

Depressing.
Chris
2013-04-03 16:40:15


I'd love to have my own set of these..
Paddinton Bear
2013-04-03 17:51:36


Surely most people will be on the move catching a train and will only have time to read the headline: "Here here here here". I'm not convinced they'd be able to talk the message in quickly. Plus there isn't really any explanation of what Office 365 is, "Your complete office in the cloud" is quite vague.

Interesting that they've used a train table however, although a brainstorm is generally carried out with paper and pen so doesn't really connect with Office 365.
Steph Burningham
2013-04-03 17:58:04


Didn't notice any of these down Llandudno station
Nathan
2013-04-03 22:02:42


Oh My goodness, how much must that have cost! That is an impressive campaign ,and I like the bright colors selection for attracting audience. Great effort by Microsoft.
James
2013-04-04 08:39:13


Big challenge for a big company =)
Awesome campaign and awesome budget!
Yuri
2013-06-19 14:31:49


Tell us what you think

What happens with my feedback?

We no longer require you to register and have a password in order to comment, simply fill in the form below. All comments are moderated so you may experience a short delay before your comment appears. CR encourages comments to be short and to the point. As a general rule, they should not run longer than the original post. Comments should show a courteous regard for the presence of other voices in the discussion. We reserve the right to edit or delete comments that do not adhere to this standard.

Get the RSS Feed
NULL