THIS IS ANALOGUE LONDON. CALLING AT ALL STATIONS TO NOTTING HILL.
It’s nice to see that ambient media is back. I haven’t encountered a branded tube train for years. I applaud this return to retro, late ’90′s media innovation. Branded curry lids and urinal stickers will be this summer’s media planning must-haves.
But then, your options are limited with these unconnected audiences. So, hop on board the DigitalUK train, currently traversing the Central Line, and ride along the future of 1010100011110 broadcasting, which hammered its final nail in the analogue coffin at the end of last month.
However, the arrival of the train has sparked controversy. Residents along parts of the Central Line are up in arms. From Bayswater to Shepherd’s Bush they are affronted at being targeted as switchover refuseniks.
(In Chingford, Debden, South Ruislip and Theydon Bois they are, admittedly, less concerned. Out in zone 6 they consider it to be a useful public service message, creatively delivered. They also enjoy the striking pink seat fabric).
But back to Connected West London, home of the BBC, Richard Branson and Endemol. The fact that Digital UK have also targeted this stretch of London for its switchover message is being taken by residents as a slur on their socio-demographic status. At an emergency residents meeting at The Electric on Portobello Road, Michael Winner led calls for the branded train to be “switched over” to the Victoria Line. The committee argued that South London (Vauxhall, Stockwell, Brixton) is more culturally analogue, whilst Pimlico is well known for being the Guernsey of London - a remote island-state, where most residents are unaware that Channel 4 has now launched.
There is talk of Holland Park staging a mass boycott of on-demand TV services until the train is removed from their line. This has caused concern amongst BBC4 controllers, who fear the negative effect on aggregated viewing figures for The Bridge.
Thus the perils of Tube Line Targeting. Anything other than the consistently urbane Circle Line is always tricky to land.