Iconic digital screens at Canary Wharf drive Tube users to take action

#DrivingAwareness

THE EXECUTION
 
In March 2017, Exterion Media ran an ad-effectiveness research study looking at 8 different brands running high impact campaigns on the digital screens at Canary Wharf – one of Exterion Media’s most premium environments. 

To promote the expansive range of box sets and films available on the on demand service, this brand chose this format in order to maximise impact and tap into one of London's most valuable audiences. 

In order to capture the effectiveness of this campaign, we measured campaign metrics in association with Dipsticks Research. We conducted 217 face-to-face interviews supplemented with 32 interviews online, in order to make sure we reached this premium audience. The sample consisted of ABC1 adults, 18-64 year olds (60% males/40% females).

All of those interviewed (face-to-face and online) had used Canary Wharf tube station frequently over the two weeks when the campaigns were live.

THE RESULTS

The iconic digital screens at Canary Wharf proved to be a highly effective medium in driving awareness for the on-demand service. The ads resonated with this premium London audience and drove commuters at Canary Wharf to take action – with nearly a third intending to take some kind of action towards the brand.


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Results

Driving engagement

64% of those who recalled said the ads made them want to engage with the brand


Audience synergy

30% of Canary Wharf commuters who recalled the on-demand ads have interacted with the brand in the past two weeks (vs. 6% who did not recall)

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