High recall of Tube ads improves purchase consideration for an Online Designer Retailer


The Challenge

In the run up to Christmas and the party season beforehand, the online designer retailer tried to entice new customers with their amazing discounts and a promotional code for an extra 20% off their purchases.

The Execution

In November 2015, the online designer retailer ran an advertising campaign, which included tube carriage panels and posters/digital screens in the London Underground. In order to capture the effectiveness of this campaign, we measured campaign metrics, in association with Dipsticks Research. The sample consisted of 370 female respondents:

  • 50% 18-34 year olds

  • 50% 35-44 year olds Test Sample: London tube users Control Sample: Non-tube users who live outside of London

The Results

Almost three quarters of London tube users who recalled the London Underground ads agreed they made them want to visit the online designer retailer’s website.

Online Designer Retailer_Graph

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Ad recall

3 in 5 London tube users recalled at least one of the online designer retailer's ads

Driving action

65% of those who recalled the ads took action towards the online designer retailer

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