LU campaign increased future consideration and current interaction with the brand’s target audience

#IncreasingCampaignAwareness

The Challenge

To increase campaign awareness amongst the brand’s target audience and attract new users

The Execution

In February 2018, an emotional wellbeing brand ran a campaign on Exterion Media formats within the London Underground, targeting purchasers of natural healthcare products.
They ran a multiformat campaign on Tube Carriage Panels, 16 sheets and Train Carriage Panels.

The campaign ran from 12th February until the 25th February with interviewing taking place between 23rd – 28th February. 
In order to capture the effectiveness of this campaign, we measured campaign metrics in association with Dipsticks Research. 

The sample consisted of 748 respondents, all ABC1 and 18-54 years old:
  • 533 Test respondents – Live, work or travel 3 times a week in London and use the Tube at least twice a week
  • 341 Target Audience respondents – prefer natural healthcare products within the Test sample
  • 215 Control respondents – Do not live, work or travel 3 times a week in London and not used the Tube in the past 3 months

The Results


The brand’s campaign proved to be highly effective, not only in reaching the brand’s target audience but also in increasing their brand interaction and future consideration. 






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Information

Results

Drives ad recall

66% of the brand’s target audience recall the campaign


Drives action

59% of the target audience who recall the ad have taken some action towards the brand in the past two weeks

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