The London Underground ads resonated with mobile gamers in particular, driving consideration
The Mobile Gaming App wanted to improve brand awareness and persuade people to take action towards the game, increasing usage amongst commuters.
In June 2016, the Mobile Gaming App ran a multi-media advertising campaign, which consisted of a variety of different formats that worked to create a unique immersive experience at Oxford Circus. This activity was complemented by a burst of activity on central London DEPs.
In order to capture the effectiveness of this campaign, we measured campaign metrics in association with Dipsticks Research. The sample consisted of 400 respondents:
61% 25-34 years and 39% 35-44 years
Test Sample: London Tube users
Control Sample: Non-Tube users who live outside London
Multiple formats worked together effectively to increase awareness and improve consideration. The ads resonated with frequent mobile gamers especially, but also drove significant levels of consideration amongst non-gamers.
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