London Underground formats worked to complement Press ads and increase awareness



The London Underground is core to the Free Newspaper’s distribution network and is engrained in the London Underground commuter experience. The Free Newspaper wanted to continue to be perceived as helping people enjoy their commute, and to increase brand consideration and readership.

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Increased exposure led to high ad recall amongst all London 

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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