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Tube and Rail ads engaged commuters, driving them to interact with a DIY store

The Challenge

A well-known DIY brand wanted to use digital ads to drive action towards their brand by targeting commuters on London Underground and Rail.

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, this 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

Results showed that exposure to digital campaigns on Exterion Media formats had a significant impact, increasing brand consideration for DIY store and driving both Tube and Rail commuters to take action towards the brand.

DIY graph 2

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Information

Results

Drove action

89% Of frequent Tube users who recalled the ads have taken action towards the DIY brand (vs. 50% who did not recall)


Purchase

82% of frequent Tube users 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)