Client Objective
As part of a huge marketing campaign to turn London pink for the launch of Barbie, a fleet of Global Barbie buses took over the streets driving engagement on social.
The Big Idea
Barbie’s outdoor campaign transformed London’s streets into a vibrant display with eye-catching pink buses, digital screens injecting a dose of fun and excitement. The real-world impact seamlessly took the conversation to social media, showcasing the collaboration between offline and online engagement. A striking example of how outdoor advertising can transcend traditional boundaries and bright both the streets and digital landscapes.
Making it happen
The campaign ran across National Bus T-sides, London Underground 6 Sheets, Roadside Static and Back Lit 96 Sheets – plus dominating The Premiere screens in Leicester Square for the UK Premiere.
Global’s creative solutions team created five pink glittery NRM Buses that took over the streets of London. We brought a Warner Brothers brand extension to life with PROPERCORN buses leaving fans ready to watch the Barbie release with a bag of PROPERCORN in hand.
Results
Helping to deliver one of the most successful opening weekends of all time, this multi format Outdoor campaign reached 25M all adults for two weeks, generating £18.5M on the opening weekend in the UK.
Source: Deadline; Route 48
