LU digital ads captivate the tech audience and drive search online
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An online retailer wanted to raise awareness of their smartphone and drive consideration to purchase within an already competitive smartphone market.
In November 2014, the retailer ran a digital outdoor campaign on the London Underground (LU) using DEPs and LCD screens.
To measure the success of this campaign, post campaign ad-effectiveness research was carried out in association with Dipsticks, using a sample of 750 adults, 18+.
Test areas include Londoners who have used the LU in the past 2 weeks (n= 500) and a control group selected from the rest of the UK who have not used the LU in the past 2 months (n=250).
Those exposed to the LU ad campaign were significantly more likely to investigate the smartphone in the last 2 weeks, go on to recommend the smartphone and consider purchasing the phone itself.
55% of those who recalled the ad searched online or looked up prices of the smartphone in the last 2 weeks