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Saving Time

To get G-Pay's mobile payment solution on the map with time-poor tourists - we borrowed visual cues from the iconic London Underground map and integrated ultra-local messaging into the capital's popular stations.

Get the people moving

Tourists were coming to London and queuing up to buy paper tickets. They caused bottlenecks during peak hours at busy stations. For Transport For London, it was a problem. For Google, it was an opportunity. If tourists could pay with their Android phones using G-Pay, they could buy tickets faster and stations would get moving again. Our brief was to make unmissable ads in high traffic stations to show people the G-Pay way.

Taking over underground

What do Google and Transport For London have in common? That was the question our creatives asked themselves. The answer turned out to be clean, functional design with pops of primary colour. Finding the visual overlap between the two brands was the key to unlocking an ultra-local campaign that could integrate into underground stations via spaces that don't normally get used for ads. We designed bespoke station takeovers for Victoria, London Bridge, Stratford, Paddington, and Liverpool Street, with hundreds of placements at each station. At Paddington alone, we covered a single ticket machine in 25 different sizes of signage.

Showtime in no time

Simple design needed simple messaging to match. The pitch to tourists was straight-forward: great technology is here to help you travel on a good transit network. Redwood quickly identified three key benefits of G-Pay for tourists riding the London Underground. It was faster than fumbling around in your wallet for a card, it didn't cost any more than another form of ticket, and it was secure. Having identified the key benefits, the snappy copy on the ads was all tweaked to be location-aware – for instance, in Victoria station, near London's busy West End, the signs read, "Get to showtime in no time."

"Redwood BBDO's ads were delivered fast and at low cost"