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Iconic digital screens at Canary Wharf deliver high impact, driving Tube users to take action

The Challenge

A well-known film distributor wanted to drive awareness of their new film and drive action among the valuable Canary Wharf audience.

The Execution

In March 2017, Exterion Media ran an ad-effectiveness research study looking at 8 different brands running high impact campaigns on the digital screens at Canary Wharf – one of Exterion Media’s most premium environments. 

For the launch of their action film, a well-known film distributor chose this format in order to maximise impact and tap into one of London’s most valuable audiences.

In order to capture the effectiveness of this campaign, we measured campaign metrics in association with Dipsticks Research. We conducted 217 face-to-face interviews supplemented with 32 interviews online, in order to make sure we reached this premium audience. The sample consisted of ABC1 adults, 18-64 year olds (60% males/40% females).

All of those interviewed (face-to-face and online) had used Canary Wharf Tube station frequently over the two weeks when the campaigns were live.

The Results

The iconic digital screens at Canary Wharf proved to be a highly effective medium in driving awareness for the action film. The ads resonated with this premium London audience and drove commuters at Canary Wharf to take action– with over 2 in 5 intending to search for this film online. 

action film graph

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Information

Results

Spontaneous awareness

27% of commuters at Canary Wharf could recall the action film ads spontaneously, without being prompted


Impact

97% of commuters at Canary Wharf thought the ads were eye-catching