The domination of Cardiff Central station drove action towards the brands advertised

The Execution

In May 2017, a sporting event and the sporting event sponsor both ran a multi-format advertising campaign in Cardiff Central railway station, in the lead up to a sporting event final that was taking place in the city. This campaign ran on a variety Exterion Media formats, dominating the main train station in Cardiff. 

In order to capture the effectiveness of this campaign, we measured key campaign metrics in association with Dipsticks Research. The sample consisted of 2,300 respondents:

2,000 nationally representative 
300 test sample 

Nat rep sample: nationally representative of age, gender, location and SEG.

Test sample: consists of respondents who live or work in Cardiff.

The Results 

Station domination's at Cardiff Central for both a sporting event and the sporting sponsor received high recall rates from those using the station. Brand perceptions improve with recall, alongside interaction, illustrating the effectiveness of domination campaigns. 

Related case studies

  • Sporting Event 
  • Sporting Event Sponsor
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Key Stats

Driving Interaction

67% of those who recalled at least one of the campaigns measured took any action towards the brands (vs. 22% who did not recall either)

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