Via an outdoor ad campaign beginning this week, Vibram FiveFingers will insert their brand in the Olympic conversation using a staple of London's tourism culture. Those ubiquitous, bright red double-decker buses will be branded with Vibram ads in order to promote the barefoot shoe and increase brand awareness during the 2012 summer Olympic games.
The outdoor campaign, titled "Train With," capitalizes on the athletic focus and competitive environment of the games and positions FiveFingers as the perfect training solution for any sport.
The promotion will run for four weeks, and aligns with the heavy traffic and increased tourism that will result from the Olympics, commencing on Friday.
This strategic move from Vibram is sure to be recognized by tourists eager to catch a ride on this key component of London urban culture, and even Londoners themselves. According to Transport Media, the group responsible for Vibram's ad placement, 91% of Londoners are able to recall bus ads and 73% claim they even prefer buses featuring advertising.
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