Multiple visits to LU stations improve fashion retailer ad recall
A successful high street fashion retailer, wanted to raise brand awareness and drive footfall to stores in key cities throughout the UK.
In 2015, the fashion retailer ran an Out of Home advertising campaign to amplify the TV advertising that was also running for the brand. The Out of Home campaign could be seen in London Underground stations, on buses, as well as, in shopping malls.
In order to capture the effectiveness of this campaign, we measured campaign metrics, in association with Dipsticks Research. The sample consisted of 800 female respondents aged between 18-39 years.
Test Sample: 37.5% London, 37.5% key Urban cities
Control Sample: 25% other UK cities
Multiple visits to London Underground stations where the campaign was live significantly improved ad recall. Ad exposure also had an impact on future action towards the brand, with respondents who recall the ads being more likely to want to buy clothes from the fashion retailer.
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