Recall of OOH launch campaign increases brand awareness, salience and call to action
The Snacking Brand was looking to launch a new product in its range of snacks, with an OOH campaign that aimed to drive awareness, understanding of the product and subsequent purchase.
The London Underground hosted DEPs and 16 sheets over a two-week period across a number of stations, along with a planned sampling campaign outside select stations.
The LU campaign was supported by a 4-week long bus campaign – showcasing NBFL wraps – to stand out amongst the busy London streets.
To assess campaign effectiveness, we measured campaign metrics, in association with Dipsticks Research. The sample consisted of 1,000 ABC1C2 respondents:
All aged between 25-44 years, 60% females, 40% males
All agreed with statements about food or health
Test Sample: London Tube users
Control Sample: Non-Tube users/not visited London P3M
Using Bus to support the London Underground campaign has generated high levels of action towards the brand. 78% of those who recalled the ads engaged with the brand in some way (vs. 35% who did not recall the ads).
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