LU ads persuade Tube users to buy mouthwash to look after their teeth


The Challenge

An established mouthwash brand wanted to inform Tube users about gum disease & the importance of dental hygiene. They sought to promote their mouthwash with real standout & impact, positioning their brand as a staple part of any healthy dental routine.

The Execution

In July 2014, the mouthwash brand ran a 48 & 96 Sheet campaign on the London Underground (LU).

In order to capture the effectiveness of this campaign, we measured campaign metrics in association with Dipsticks Research. The sample consisted of 1,220 18+ adults (610 pre and 610 post campaign), and a 50/50 gender split.

The test group consisted of people who have used the LU in the last 2 weeks (n= 814) & a control group of people who had not used the LU in the last 2 weeks (n = 406). 

The Results

The LU ads increased the mouthwash’s positive brand perceptions, informed Tube users about the importance of healthy gums and also prompted them to purchase the mouthwash.

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6 out of 10 frequent Tube users recalled the mouthwash adds on the LU

Drives Response

Half of those exposed to the LU ads have purchased the product

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