High impact campaign improves brand perceptions and drives action towards Metro
The London Underground is core to Metro’s distribution network and the newspaper is an engrained part of the Tube commuter experience.
Metro wanted to continue to be perceived as the perfect companion for people on their commute, a go-to source of information and entertainment.
In September 2015, Metro ran a high impact advertising campaign across the London Underground; around the stations and inside tube carriages.
In order to capture the effectiveness of this campaign, we measured key campaign metrics, in association with Dipsticks Research. The sample consisted of 750 respondents, all ABC1. The test group was composed of people living in London, 18-44 year olds (primary audience) & people aged 45+ (secondary audience).
The campaign worked effectively to improve brand perceptions and drive people to talk about Metro. Those who recalled the ads were significantly more likely to have either read Metro or taken action towards the brand. Not only that, but readership consideration levels also increased considerably amongst non readers, as well as occasional readers who recalled the ads.
“The London Underground is the perfect place to launch our campaign because of the audience we can reach and also the relevancy of ad placement. Our holding also allowed us to engage our audience with some witty dialogue.
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It is great to see how the combination of ad placements, dwell times and relevant messaging not only drove the audiences to take action but also generate word of mouth about our product.
Our aim was to make a positive impact on brand perceptions amongst our key audience. The combination of being contextually relevant and creating entertaining copy allowed Metro to be seen as a commuter’s perfect companion – likeable, useful and interesting!”
Chris Dunne - Head of Consumer Marketing, Metro