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

The Challenge

Eight different brands were looking to drive action and awareness with the premium London audience at Canary Wharf.

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. 

The 8 brands measured chose this format in order to maximise impact and tap into one of London’s most valuable audiences. They included brands from categories such as motors, holidays & travel, investments, film, retail and online betting.

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

Results proved that the iconic digital screens at Canary Wharf are a highly impactful medium. Nearly 3 in 5 commuters at the station were able to spontaneously name at least one of the brands advertising in the period measured. The ads were perceived as premium and eye-catching, placing the brands in a positive frame and driving brand interaction. 

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Information

Results

Spontaneous awareness

58% of commuters at Canary Wharf could spontaneously name at least one of the brands advertising on the iconic digital screens


Ad recall

77% of the total sample recalled at least 1 of the 8 digital ads live at Canary Wharf in the last 2 weeks