Canary Wharf ads drive commuters to interact with a betting app

The Challenge

A betting app 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. 

A betting app 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 betting app 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.