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  • Mobile gaming app

Escalator Panels and Silver Centres increased brand recall for gaming ad

The Challenge

A Mobile Gaming App wanted to improve brand awareness and persuade people to take action towards the game, increasing usage amongst commuters.

The Execution

In June 2016, the Mobile Gaming App ran a multi-media advertising campaign, creating a unique immersive experience at Oxford Circus. The activity included a Cross-Track Domination, Digiwalls, Silver Centres, a 360 Corridor Wrap and full Escalator runs on both static and digital formats. This 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:

All males
61% 25-34 years and 39% 35-44 years
Test Sample: London Tube users
Control Sample: Non-Tube users who live outside London

The Results

Combining static and digital Escalator panels (DEPs and LEPs) and enhancing their effect by using Silver Centres proved to be impactful, capturing the attention of Tube users and driving a high level of ad recall. The Escalator ads had a significant impact on campaign perceptions, driving people to interact with the mobile game, either online or by talking to others about it.

Mobile gaming app


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Information

Results

Ad recall

72% ad recall when using Escalator panels (LEPs or DEPs) alongside Silver Centres


Driving action

64% of Tube users who recalled the Mobile Gaming App Escalator ads have interacted with the brand during the course of the campaign