To launch a one-off special supplement (The Late Night Standard) ESI Media, owners of The London Evening Standard, launched a marketing campaign created by WCRS. First announced at Goodstuff’s Creative Showcase in June, The Late Night Standard has been created to celebrate the opening of the 24-hour service on the Tube. This week Vodafone was announced as the exclusive commercial partner for the Late Night Standard, which was handed out by Evening Standard vendors, with Vodafone branding, between 5.30pm-11.30pm last Friday night (August 19).
Like the actual London Evening Standard, the Late Night Standard celebrates everything London offers, but with an additional focus on what to do, where to go, what to eat and what to wear after dark in the capital. It covers everything from night tube etiquette, to tales from the workers who keep London up and active throughout the night. Following a competition run by ESI Media, integrated marketing and WCRS won the opportunity to design the trade marketing campaign. The campaign plays on the classic image of a dog holding a newspaper, but instead shows London’s nocturnal wildlife clutching copies of the Late Night Standard. The campaign includes a cover wrap of the Evening Standard, a selection of print executions and will feature on several Ocean Outdoor and Land Securities sites across London, including the famous “The Curve” screen at Piccadilly Circus, from 8pm on Thursday night.
Jon O’Donnell, Managing Director at ESI Commercial, said: "Launching a one-off edition called The Late Night Standard is a truly fun and innovative way to recognise the importance of the night tube in London. The team at WCRS really captured the spirit of the occasion with their work, making them worthy winners of our competition. The creative did justice to this media first bringing it to life for the London audience across the city.”
Ross Neil, Executive Creative Director at WCRS, added: “The work for the Evening Standard is simple, elegant and non tricksy. It’s a lovely thing when the work is so simple that the message and the idea are inseparable. It was a pleasure working on a piece of work where the process was so condensed there was not enough time to over complicate the idea.”