Thomson Reuters owns the route to Legal Geek
A digital takeover along the commuter routes into Legal Geek 2025, timed so delegates met the campaign before they reached the venue.
Legal technology · Event promotion · 2 weeks
- Brand
- Thomson Reuters
- Objective
- Event promotion
- Location
- Liverpool Street, Tottenham Court Road
- Formats
- Digital escalator panels, Digital 12-sheet (D12), Digital gateways
- Sector
- Legal technology
- Flight
- 2 weeks
The challenge
Thomson Reuters was launching HighQ with CoCounsel at Legal Geek 2025 and wanted the legal technology audience to arrive already familiar with it. Conference stands compete with each other; the journey to the conference does not.
The strategy
Buy the route rather than the destination. Digital sites were selected along the Underground corridors delegates would actually travel, so the campaign built recognition across the days before the event as well as on the morning of it.
The execution
Digital escalator panels ran the length of the shaft in sequence, large format digital screens held the interchange walls, and platform-edge digital on the Elizabeth line covered the eastern approach. Creative rotated across several executions under one CoCounsel line, and the activity was amplified by Thomson Reuters on LinkedIn.
The work
Formats used
- digital
Digital escalator panels
Sequential screens running the length of the escalator shaft, synchronised so one story plays out as the passenger descends.
From £25,000 per station run, per 2 weeks
- digital
Digital 12-sheet (D12)
The larger landscape screen in ticket halls and concourses, where a D6 is not enough presence.
From £3,000 per screen, per 2 weeks
- digital
Digital gateways
Large portrait screens positioned at ticket hall entry, seen head on as passengers arrive.
From £12,000 per 2 weeks
Where it ran
- Zone 1 · City of London
Liverpool Street
5 lines
City finance and technology commuters, with weekday frequency among the highest on the network.
61.9m entries and exits (2023)
- Zone 1 · West End
Tottenham Court Road
3 lines
Soho nightlife, theatre audiences and the technology offices around Charing Cross Road.
34.6m entries and exits (2023)
Stations nearby
Locations close enough to have run as a cluster with this campaign.
How this kind of campaign is planned
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