• Mobile gaming app 1

London Underground campaign generates high level of awareness, driving action amongst commuters

The Challenge

The Mobile Gaming App wanted to improve brand awareness and persuade people to take action towards the game, increasing usage amongst commuters.

The Execution

In June 2016, the Mobile Gaming App ran a multi-media advertising campaign, which consisted of a variety of different formats that worked to create a unique immersive experience at Oxford Circus. This activity was complemented by a burst of activity on central London DEPs. 

In order to capture the effectiveness of this campaign, we measured campaign metrics in association with Dipsticks Research. The sample consisted of 400 respondents:

All males
61% 25-34 years and 39% 35-44 years
Test Sample: London Tube users
Control Sample: Non-Tube users who live outside London

The Results

The campaign achieved a high level of awareness amongst commuters, improving perceptions and driving people to talk to others about the game, search online, or download the Mobile Gaming App for themselves.

Mobile Gaming App 1
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Ad recall

77% of London Tube users recalled at least one of the Mobile Gaming App ads on the London Underground

Call to action

62% of Tube users who recalled an ad for the Mobile Gaming App have interacted with the brand during the course of the campaign