The LU campaign led to a significant improvement in newspaper brand perceptions


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

The campaign reinforced positive statements about the newspaper and helped the brand position itself as the perfect companion on people’s commute.

Newspaper 3 graph

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Improved perceptions

More than half of those who recalled the ads (56%) saw the newspaper as the perfect companion to their commute (vs. 35% who did not recall)

Increased positivity

60% of those who recalled the ads described the newspaper as likeable and interesting (vs. 43% of those who did not recall)

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