Iconic digital screens at Canary Wharf prove impactful, driving people to interact with a car brand


The Challenge

This well-known car brand wanted to tap into the premium London audience at Canary Wharf, driving awareness and consideration of its new range.

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. 

For the launch of the new range, the car brand 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 also ran TV, Digital, Radio and 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 this car brand campaign. The ads resonated with this premium London audience and drove people to take action, as more than 1 in 4 commuters who recalled the ads at Canary Wharf have interacted with the brand in the past two weeks.

car brand B graph

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Iconic digital ads at Canary Wharf produce a high level of awareness and drive people to interact with a well-known car brand 

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21% of those aware of the car brand ads at Canary Wharf did not see them anywhere else, showing that the ad reached a previously untapped audience

Driving action

42% of commuters who recalled the ads at Canary Wharf intend to interact with the car brand in future (vs. 7% who did not recall)

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