You're having a great day in London and you're heading to Piccadilly Circus on the Piccadilly Line from Kings Cross St.Pancras, but what's this? An Astronaut walking in front of you carrying a washing basket, you've got to follow this.

'Home appliances brand Bosch has launched a 3D advertising campaign at Piccadilly Circus underground station, designed to promote the brand's i-DOS washing machines.The activation, devised by integrated marketing agency Bonfire Creative Intelligence, takes over two shop units in the station ticket hall and utilises various other ad spaces throughout the station. One unit has been dressed in the style of a laundrette and displays the washing machines alongside the campaign strapline "Whoever you are, whatever your load, i-DOS gets it #JustRight." To kick off the campaign, a range of characters including an astronaut, ballet dancer and Beefeater were seen carrying baskets of laundry across the tube network. Once they arrived at the 3D installation, the laundry goers acted out preparing and doing their washing in the laundrette to capture the interest of passers-by.'*

Underground stations have always been a great place to advertise in my eyes. Millions of people pass through them and even though many are probably in a rush and don't pay too much attention to their surroundings, there are also lots of people who do. I know personally travelling up and down the escalators and seeing matching advertising boards or changing imagery as you you travel is something that I find really engaging and I'm sure many of you do too. The live theatre activation style creates a unique relationship between consumer and brand. Consumers will be intrigued by something like this and will want to keep watching whilst subtly being educated on the product and the brand. 

The campaign launched on the 13th March and is running until 27th March. So if you're in London, why not head down to Piccadilly Circus Station and see who you can find doing their laundry. 



*http://www.eventmagazine.co.uk/bosch-launches-3d-activation-piccadilly-circus/brands/article/1427795