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Iconic digital screens at Canary Wharf drive commuters to interact with John Lewis


The Challenge

John Lewis wanted to promote its homeware range, targeting 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 its homeware range, John Lewis chose this format in order to maximise impact and tap into one of London’s most valuable audiences. This was part of a wider campaign that ran predominantly across Digital & Outdoor (other Exterion Media formats included London Underground 48 sheets and digital escalator panels), but was also complemented by Press & Direct Mail. 

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

More than half of those passing through Canary Wharf station recalled the ads, showing that the iconic digital screens were highly impactful. The ads proved to resonate with commuters and drove over 3 in 5 to interact with John Lewis.

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Information

Results

Ad Recall

55% recalled seeing the John Lewis ads on the iconic digital screens at Canary Wharf


Drove action

72% of commuters at Canary Wharf who recalled the John Lewis said the ads made them want to engage with the brand