• Snacking brand stat 1

Recall of OOH launch campaign increases brand awareness, salience and call to action

The Challenge

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 Execution

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

The Results

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).

Snacking brand graph

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Ad Recall

66% of London Tube users recalled at least one of the Snacking Brand OOH ad formats

Call to action

8 out 10 Tube users who could recall the OOH ad, acted towards the brand in some way during the course of the campaign