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Britvic has collaborated with M/SIX and Kinetic to transform the area around London's Waterloo station in time for Wimbledon, part of a campaign marking the 81st anniversary of the soft drinks brand's connection with the tournament.
Toby Fairlamb, Account Director, Primesight, said "We are delighted to be working with Robinsons to help celebrate their partnership with Wimbledon both of which are synonymous with the great British summer time. We see Waterloo as the gateway for supporters to get to and from the famous tennis tournament and the Domination is the perfect platform to engage fans. According to Route, the Domination delivers over 9 million impacts across a 2 week period and we are sure that the first ever special build on this unavoidable site will generate even greater levels of impact and interest from consumers."
The 3D billboard aims to bring the real taste of Wimbledon to life, with a replica tennis court and court line machine previously used at Wimbledon. People will also be able to experience being in the Wimbledon grounds from an umpire’s chair through a VR headset and enhanced 360 Wimbledon video.
Sarah Norcup, creative development executive at Kinetic, said: "Working with Robinsons provided us with the opportunity to create a memorable campaign, celebrating one of our nation’s most loved sports. It’s always exciting when we work with a heritage brand like Robinsons, as the scope to fuse heritage with cutting edge creative advances creates the groundwork for a truly unique OOH experience."
The Domination is famed for its ability to showcase multiple creatives on scale allowing brands to capture a core area in central London, delivering rail, underground, bus and pedestrian audiences, and the extraordinary creativity of the Robinsons Wimbledon campaign takes this to another level.
The Waterloo display, which was unveiled on Monday (20 June), is running until 18 July.