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Iconic digital screens prove highly impactful, driving interaction among commuters

Racing Post - RT image

The Challenge

Racing Post wanted to reach one of London’s most premium audiences - at Canary Wharf - and drive commuters to interact with the brand.

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.

Racing Post chose this format in order to maximise impact and tap into one of London’s most valuable audiences. The activity at Canary Wharf supported a wider campaign that also ran across TV & 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

Despite this campaign ending right before the week measured, over 2 in 5 commuters at Canary Wharf could still recall the Racing Post ads. What’s more, the campaign showed a high level of synergy with the Canary Wharf audience and drove people to engage with the brand.

"The Cheltenham Festival in March is the most eagerly anticipated event of the horse racing calendar and we wanted to bring some of this excitement of these special four days to the commuters in Canary Wharf. We used the giant screens at the tube station to promote a daily tip from our Betting Editor, Paul Kealy.

We kept the message simple as we felt it was the most effective way to engage with the audience and to drive them to place a bet through our mobile app. Paul's tip on the first day - Buveur D'air - won at 5/1 so those Wharfers who followed his advice would have been 'in the money'. We were delighted with the recall levels which meant that the campaign delivered the impact we hoped for - the best bet of the Festival!"

Louise Agran - Marketing Director, Racing Post 

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Information

Results

Ad recall

42% recalled seeing the Racing Post ads on the iconic digital screens at Canary Wharf


Drives action

60% of those who recalled the ads on the iconic digital screens at Canary Wharf interacted with the brand in the past two weeks (vs. 22% who did not recall)