Client:
Citymapper
Date:
2025
Role:
Creative
Channels:
OOH, Social, Earned Media
Problem
The 09:30 standup doesn't wait. Commuters treat the Tube as a rolling meeting room, but calls drop mid-update. Only 25% of deep stations had 4G by May 2024. 'Sorry, I'm in a tunnel' becomes the city's most common excuse.
Truth
Commuters use journey time for work, but infrastructure hasn't caught up. The anxiety isn't entertainment - it's dropping out when people count on you. The productivity cost is real but unmeasured.
Idea
Signal-Safe Journeys favours routes with continuous coverage. No connected route? The app shows a drop-zone countdown with a 30-second nudge before blackout. Wrap up your call or switch to WiFi for stress-free commuting.
Launch Hook
Commission data study revealing 'Londoners lose an average of 47 minutes per week to signal blackouts during commute.' The productivity cost angle makes it instantly newsworthy.
Press Angle
Launch during September return-to-office peak when hybrid workers are most frustrated. Tech media covers innovation (Wired, The Verge), news media covers productivity (BBC News, Evening Standard), London media covers local impact (Time Out, MyLondon).
Social Conversation
'Sorry I'm in a tunnel' becomes the meme-able moment. Encourage users to share dropped-call disasters with #SignalSafe. Shared frustration drives organic conversation.
Influencers
Seed with London-based productivity and tech influencers who actually commute and work remotely. They feel this pain daily.
