Xero takes the late payments argument to Westminster
Digital 6-sheets on the Westminster platforms, aimed at the people who legislate on late payment as much as at the commuters beside them.
Software · Brand awareness · 2 weeks
- Brand
- Xero
- Objective
- Brand awareness
- Location
- Westminster
- Formats
- Digital 6-sheet (D6)
- Sector
- Software
- Flight
- 2 weeks
The challenge
Late payment is a structural problem for small businesses, draining cash flow and forcing operational decisions that have nothing to do with how well the business is run. Xero wanted the issue in front of the people with the power to change it.
The strategy
Rather than buy reach, buy proximity. The campaign concentrated on stations serving Westminster and the surrounding government estate, where the audience includes policymakers, advisers and the press alongside the ordinary weekday commute.
The execution
Digital 6-sheets ran on the Westminster platforms carrying a single line — stop late payments drowning small business — over an image of a small business submerged. Full motion on the D6 estate let the creative land in the seconds a passenger spends facing the screen.
Formats used
Stations nearby
Locations close enough to have run as a cluster with this campaign.
How this kind of campaign is planned
Other campaigns
nexfibre Telecoms · Brand awarenessnexfibre takes over Westminster
Every panel along the Westminster interchange tunnel, carrying one message for the length of the walk.
ESN Sports nutrition · Product launchESN launches into a saturated protein market
An eight week national burst with the Underground at its centre: cross-track at King's Cross, car panels across the line packs and escalator panels alongside.
Thomson Reuters Legal technology · Event promotionThomson 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.
Your next campaign could be under London.
Tell us the brief. We come back with sites, costs and on-air dates within two working days.
Get campaign costs