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Iconic digital screens at Canary Wharf prove highly impactful, with ads inspiring commuters to think about holidays

The Challenge

A tourism board wanted to promote holidays in their country and reach one of London’s most premium audiences 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. 

To promote holidays in their country, a tourism board chose this format in order to maximise impact and reach one of London’s most valuable audiences. This was part of a wider campaign that also ran across Radio & 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

The iconic screens at Canary Wharf proved highly impactful, as more than half of those passing through the station recalled the ads for this tourism board – 1 in 5 even recalled the ads unprompted. The ads resonated with commuters and inspired them to go away and research holidays to the destination being promoted.

tourism board graph



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Information

Results

Spontaneous recall

20% could recall the tourism board ads spontaneously, without being prompted


Driving action

48% of commuters who recalled the ads at Canary Wharf have interacted with the tourism board in the past two weeks (vs. 3% who did not recall)