In 2011, CBS Outdoor redefined its brand proposition to better articulate the differences between it and its competitors – it became ‘engaging urban audiences’ with an ‘extended engagement’ media offering. CBS called for a campaign to fix the new proposition in the minds of potential advertisers and provide concrete proof that extended engagement could deliver what it promised. The ‘Look for Longer’ viral campaign, created by design consultancy Clinic, hit both of these targets with its cryptic poster challenge. The poster was displayed across 50 London Underground stations and consumers were asked to complete the challenge via a URL and share answers using #lookforlonger. The site received 297,205 unique visits, commanded an incredibly long dwell time of 66 minutes, reached 170 countries and prompted 110,000 posts on social media sites.