First brand to take over a London tube station

London’s ‘Canada Water’ station signs were replaced by “Buxton Water” for the day on April 26 to mark the 35th year of the Virgin Money London Marathon, of which the Nestlé brand has been the official water sponsor for the past two years. Branded artwork featuring the hash tag #withyoualltheway was also displayed throughout the station, where the brand will also supply water to passengers to raise awareness of good hydration on the go. The takeover was the first time Transport for London has formed a commercial partnership to rename a tube station.

Our take

This activation was a clear embedding of the sponsorship of the London Marathon to raise awareness for their brand hydration message, not only to the runners and spectators of the event but to the wider tube commuter audience. Buxton have found a unique and above all, engaging way to promote their message and sponsorship. We conducted our own social listening dashboard around this activation which picked up 1,808 conversations, 1,727 of which were on Twitter and peaked at 7pm on April 26th .
One does wonder though, how many people missed their stop?

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