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Targeted London Underground ads drive action and consideration among commuters

The Challenge

A well-known DIY brand ran a targeted campaign on digital formats aiming to effectively reach and drive action amongst UK commuters

The Execution

In September 2017, a well-known DIY brand sought to tactically target key audiences such as Londoners and those renting privately. 

According to Mintel, there has been a dramatic rise in the number of households in private rented accommodation. As a result, the DIY brand needed to actively encourage renters to visit their stores to do DIY/ home improvements, to increase their prominence amongst this audience.

They ran a LCD campaign across London Underground and National Rail sites across the UK. 

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

  • 2,000 respondents

  • Nationally representative of age, gender, location and socio-economic group

  • 33% of Frequent Tube users rent privately, 27% of Frequent Rail users rent privately (natural fallout)

The Results

The results showed that the DIY store’s campaign resonated especially with Londoners. Exposure to digital ads on Exterion Media formats significantly increased consideration amongst renters and drove action with London Underground commuters. 

Exterion Media - 79% likelihood amongst renters to shop at the DIY brand (online or instore) in the next couple of months

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Information

Results

Drove purchase

79% of renters who recalled the ads are likely to shop with the DIY brand (either online or in-store) in the next couple of months (vs. 46% that did not recall)


Brand action

86% of those who only recalled the LU ads have taken action towards the brand in the last few months (vs. 57% who did not recall)