LU and Bus ads drive commuters to take action towards a fashion retailer

#DrivingCommuterInteraction

The Challenge

With competition heating up amongst high street retailers, the company wanted to effectively reach fashion lovers, raise brand awareness and drive footfall to its London stores.

The Execution

In October 2017, the fashion retailer chose to run a station domination at Oxford Circus, one of London’s most important retail destinations. This was complemented by activity on London buses, which ensured maximised impact amongst the valuable London audience. 
In order to capture the effectiveness of this campaign, we measured campaign metrics in association with Dipsticks Research. The sample consisted of 350 female respondents aged 18-34, which were all interviewed face-to-face:

Test Sample: London Tube users (200)
Control Sample: Non-Tube users (150)

The Results

Nearly 1 in 2 Tube users recalled the London Underground corridor wrap at Oxford Circus, while nearly 3 in 5 also recalled the Bus ads. This approach proved highly impactful, as 70% of those who recalled the ads have taken action towards the retailer in the past two weeks.


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Information

Results

Ad recall

69% of those who recalled the campaign saw the ads at least once a week


Brand Interaction

75% of Tube users who both adverts have interacted with the retailer in some way.

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