Innovative DX3 digital screens helped drive positive brand perception along with an increase in future consideration


The Execution 

In November and December 2017, Exterion Media ran an ad-effectiveness research study looking at 5 different brands running high impact campaigns through the medium of their new DX3 digital formats throughout the London Underground.

The brand chose this format in order to extend the reach of their TV ad as well as focus on high footfall of 18-34 year old females. Running their DX3 digital ads from 20th November until 18th December with interviewing dates between the 4th – 7th of December. 

In order to capture the effectiveness of this campaign, we measured campaign metrics in association with Dipsticks Research. We conducted 293 face-to-face interviews upweighted to 300. In order to ensure all respondents were exposed to the campaign, we only interviewed people exiting the stations from the correct platforms and also ensured at least 25% of the sample were 18-34 females.

All of those interviewed had exited Oxford Circus, Piccadilly Circus or Camden Town tube stations and use the tube at least several times a week.

The Results

The DX3 digital screens within the London Underground proved to be a highly effective medium for increasing positive perceptions of the brand. It has also caused a significant number of female commuters to interact with the brand whilst the campaign was running, and 9 in 10 female commuters are now claiming to interact with the brand in the next few weeks.

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Drives Recall

95% of females who recalled the ads intend to interact with with the brand in some way (vs. 16% who did not recall)

Improves Brand Perceptions

85% agreed that the ads make the brand look premium

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