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London Underground ads drove an uplift in brand perceptions, inspiring Tube users to take action

The Challenge

An annual initiative of the charity organisation aimed to improve perceptions of the brand and encourage consumers to stand up for farmers around the world by purchasing more of the charity’s products at this time.

The Execution

In March 2016, the charity organisation ran a London-only campaign across cinema, online, OOH (TCPs, 6s) and a large digital screen at Holborn Eye. In order to capture the effectiveness of this campaign, we measured campaign metrics, in association with Dipsticks Research. The sample consisted of 700 ABC1 respondents:
•37% males, 63% females
•14% 18-24 years, 46% 25-34 years and 40% 35-44 years Test Sample: London Tube users Control Sample: Non-Tube users who live outside of London

The Results

Those who saw the Tube ads were significantly more likely to have improved perceptions of the charity organisation’s brand than those who did not recall them. In turn, this drove action towards the brand and purchase among London Tube users. 

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Information

Results

Drove action

73% of all London Tube users who recalled at least one of the charity organisation’s ads took some action with the brand


Drove customers

40% of London Tube users who recalled the ads bought the charity's products (vs. 19% who did not recall)

Contact our Research team for more information on our insights - 0800 80 85 619