T-Systems Teases with First Ever London Bus Campaign

The T-Systems push entails the wrapping of five double-decker buses with a giant ‘teaser’ IP address meant to attract the city’s IT executives.

Deutsche Telekom’s business customer arm, T-Systems, has launched the brand’s inaugural London bus advertising push. With a giant ‘teaser’ IP address (160.44.203.197) introduced across five of its double-decker buses, the main objective is to attract IT executives along the transportation network’s routes.

Designed to create a pull factor, the effort aims to spark intrigue amongst said consumers so that they are drawn to engage by entering the IP address into their smart phones. The target audience comprises business commuters who and live and work along the company’s designated travel path.

The the first bus was wrapped with an ad display covering the Number 21 route. — The the first bus was wrapped with an ad display covering the Number 21 route

The virtual address leads to a dedicated microsite which offers visitors information about taking the risk out of digital transformation. Running for six weeks, the first bus was wrapped around mid-June with said display covering the Number 21 bus route. The remaining transport vehicles have since followed suit.

“A giant IP address won’t mean much to the majority of Londoners but will stand out for IT execs. It is an unusual strategy, so we hope it will cut through the confusion of advertising messages out there and speak directly to our target market,” said Ed English, Head of Marketing for T-Systems.