Brilliant rundown of that Bakerloo stunt. The whole infrastructure takeover thing is genius from a reach perspective, but that accessibility critique is spot on tbh. I actually rode a branded train line once in Tokyo and teh cognitive load of double-checking station names was real, even for a local. The tension between brand amplification and public utility is gonna get messier as OOH gets bolder.
Brilliant rundown of that Bakerloo stunt. The whole infrastructure takeover thing is genius from a reach perspective, but that accessibility critique is spot on tbh. I actually rode a branded train line once in Tokyo and teh cognitive load of double-checking station names was real, even for a local. The tension between brand amplification and public utility is gonna get messier as OOH gets bolder.
I think they realized pretty fast, after the first criticism, that they’d pushed it a bit too far.
Would’ve loved to see the real-world impact.
I’m into integration, but the line is thin. This kind of campaign is tricky territory.