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Iconic digital ads at Canary Wharf produce a high level of awareness and drive people to interact with a well-known car brand

The Challenge

A well-known car brand wanted to drive awareness and consideration of its new range amongst 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. 

For the launch of its new range, a well-known car brand chose this format in order to maximise impact and tap into one of London’s most valuable audiences. This was part of a wider campaign that also ran across TV, Digital, Cinema, Radio and Press.

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

This car brand successfully managed to reach the premium London audience passing through Canary Wharf. Nearly 1 in 3 respondents were able to recall the ads spontaneously, showing a high level of awareness and an impactful creative. As a result, 2 in 5 were driven to interact with the car brand, looking this up online or talking to someone about it. 

car brand A graph

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Information

Results

Spontaneous recall

30% could recall the car brand ads spontaneously, without being prompted


Driving action

53% of commuters who recalled the ads at Canary Wharf intend to interact with the car brand in future (vs. 9% who did not recall)