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LU digital ads drive Tube users into the supermarket for their premium food

The Challenge

This supermarket wanted to promote their premium range and engage Tube users who enjoy good quality food or are thinking about their next food shop. 

The Execution 

In November 2014, the supermarket ran a digital outdoor campaign using LCDs and DEPs 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 750 adults aged 18+.   

The test group consisted of Londoners who have used the LU in the past 2 weeks (n = 500) and a control group from the rest of the UK who have not used the LU in the last 2 months (n = 250). 

The Results

The digital ads on the LU helped promote the supermarket and its high quality food. So much so, it has encouraged Tube users to visit the supermarket in the future.

The digital ads prompted Tube users to visit the supermarket instead of their usual store 

In the last 2 weeks, during the campaign:

  • 75% of Tube users who saw the supermarket ads on the LU went on to shop at the supermarket in the last 2 weeks (vs. 55% of the control group).

  • Of these, 69% are not main shoppers at the supermarket which indicates a switch from their usual supermarket.

London Underground Digital Advertising

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Information

Results

Conversion

The digital ads prompted Tube users to visit the supermarket instead of their usual store – 75% of those who saw the ads went on to shop at the supermarket in the last 2 weeks


Drives purchase

Those exposed to the digital ads are more likely to shop at the supermarket after seeing the LU ads – over 3/4 of them are more likely to shop at the supermarket over the next few weeks