Increased exposure to LU ads lead to high recall towards newspaper brand

#IncreasingBrandConsideration

The Challenge

The London Underground is core to the newspaper's distribution network and is engrained in the tube commuter experience. The newspaper wanted to continue to be perceived as helping people enjoy their commute and to increase brand consideration and brand loyalty.

The Execution


In September 2015, the newspaper ran a high impact advertising campaign across the London Underground; around the stations and inside tube carriages.  
 
In order to capture the effectiveness of this campaign, we measured key campaign metrics, in association with Dipsticks Research. The sample consisted of 750 respondents, all ABC1. The test group was composed of people living in London,18-44 year olds (primary audience) & people aged 45+ (secondary audience).

The Results

Prolonged exposure increased ad awareness for the newspaper. This proved that an ‘always on’ approach was highly effective for this campaign. With different variations of creative, the newspaper ads were perceived as interesting and engaging overall, increasing positivity towards the adverts. 

Newspaper 1

Related case studies 

Please click on the link below to see other related case studies: 

London Underground formats worked to complement Press ads and increase awareness 

The ads encouraged people to pick up and read the newspaper more than they would usually do 

The campaign led to a significant improvement in newspaper brand perceptions 

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Information

Results

Ad recall

84% of frequent tube users recalled the ads


Frequency

70% of all London respondents that recalled the advertising saw it at least once a week

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