The ads encouraged people to pick up and read the newspaper more than they would usually do
The London Underground is core to the newspaper’s distribution network and is engrained in the tube commuter experience. The newspaper wanted to continue to be perceived as helping people enjoy their commute and to increase brand consideration and brand loyalty.
In September 2015, the newspaper ran a high impact advertising campaign across the London Underground; around the stations and inside tube carriages.
In order to capture the effectiveness of this campaign, we measured key campaign metrics, in association with Dipsticks Research. The sample consisted of 750 respondents, all ABC1. The test group was composed of people living in London,18-44 year olds (primary audience) & people aged 45+ (secondary audience).
People who recalled the ads were significantly more likely to have either read the newspaper or taken action towards the brand. Not only that, but readership consideration levels also increased considerably amongst non readers, as well as occasional readers who recalled the ads.
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