• Case study statistic for a honey whiskey drink brand

LU ads drive consideration to try something uniquely different

The Challenge

A leading whiskey drink brand was looking to increase awareness of their range of products, including their honey-whiskey drink. They also wanted to encourage Tube users to try something different and purchase a bottle of their honey flavoured whiskey.

The Execution

Between Oct-Nov 2014, the whiskey brand ran an ad campaign to promote their famous whiskey on the London Underground (LU).

In order to capture the effectiveness of this campaign, we measured campaign metrics, in association with Dipsticks Research. The sample consisted of 600 adults 18+, 75% males and 77% ABC1.

The test group consisted of frequent Tube users who use the Tube  at least once a week (n = 300) & less frequent Tube users (n = 192), and the control group was made up of people who never use the Tube (n = 108).

The Results

People using the LU, and in particular frequent Tube users, are much more likely to recall this honey-whiskey brand, and are also more likely to go out and purchase the product as a result of seeing the LU advertising. 

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Drives Awareness

Almost all (96%) frequent tube users were aware of the honey-whiskey variation in particular

Drives Purchase

7 in 10 frequent Tube users are likely to purchase this product