DX3 digital screens throughout the London Underground help to increase awareness, driving tube users to take action

The Execution 

In November and December 2017, Exterion Media carried out an ad-effectiveness research study looking at 5 different brands running high impact campaigns on their new DX3 digital formats throughout the London Underground. 

In order to capture the effectiveness of this campaign, we measured campaign metrics in association with Dipsticks Research. We conducted 293 face-to-face interviews upweighted to 300. In order to ensure all respondents were exposed to the campaign, we only interviewed people exiting the stations from the correct platforms.

All of those interviewed had exited Oxford Circus, Piccadilly Circus or Camden Town tube stations and use the tube at least several times a week. 

The Results

The DX3 digital screens within the London Underground proved to be a highly effective medium for increasing positive brand perceptions. Almost 8 in 10 commuters saying that the brands look premium quality. It also led to a significant increase of commuters interaction with the brands during the campaign period.


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Results

High recall

63% of respondents recalled 3 or more brands advertised on the DX3 screens


Driving interaction

88% who recalled any DX3 digital ad have interacted with one of the brands in the past two weeks