Tube ads drive readership of a newspaper brand


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

People who recalled the ads were significantly more likely to have either read the newspaper or taken action towards the brand. Not only that, but readership consideration levels also increased considerably amongst non readers, as well as occasional readers who recalled the ads.

Newspaper 2

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Increased readership

72% of those who recalled the ads have read the newspaper within the last few days (vs. 61% who did not recall)

Word of mouth

30% of people who recalled the ads talked to someone about something they had seen in the paper (vs. 18% who did not recall)

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