Tier appoints IMA to lead London launch campaign

IMA has been selected as Europe’s largest e-scooter operator’s lead agency for its London launch

TfL awarded Tier one out of three coveted spots in the London e-scooter trial. The trial is for a minimum of 12-month licence to operate with up to 6,600 scooters in London.

During the trial, IMA will deliver a large-scale public awareness and safety campaign, educating riders and non-riders on safe use and correct behavior.

This will involve developing the overarching communications strategy, channel plan and creative for the fully-integrated campaign. The campaign will have a strong focus on safety and sustainability.

Some activity has already gone live, including a 30-sec TV spot, print and digital OOH (including roadside and rail placements), a Metro wrap and an event in Westfield White City – where members of the public could test a Tier on a 100m course that featured common obstacles, including a double decker bus, a mini Tower Bridge, parked cars and roundabouts.

Fred Jones, vice-president and regional general manager at Tier Northern Europe, said: “We’ve been blown away by the passion, positive attitude and diligence of the IMA team. Their understanding of the challenge was spot on.

“During the pitch, their clever creative accompanied with high-impact channel strategy was hugely impressive.

“Being the first climate neutral micro-mobility operator, it was important to us to find an agency that understood the importance of being environmentally-conscious, and IMA really hit the mark.”

James Henry, chief executive partner at IMA, added: “We’re absolutely delighted to be partnering with Tier on this exciting project. They’re an inspiring and ambitious brand who are leading the way when it comes to sustainability.

“This new partnership is a testament to the continued success of the team at IMA, who are consistently delivering integrated creative and media solutions for our clients.”

IMA is a global creative communications agency with a breadth of clients including Adidas, Reebok, Hisense and Haribo.