LU campaign increases interaction with this online supermarket brand


The Challenge

The online supermarket  brand found itself in a crowded marketplace competing against well-established supermarkets. As a result, the online supermarket wanted to ensure its brand was front of mind with commuters to prompt online grocery shopping once they’re home.

The Execution

In June 2015, the online supermarket ran a high impact London Underground (LU) campaign combining both static and digital escalator panels in high footfall stations.

In order to capture the effectiveness of this campaign, we measured campaign metrics, in association with Dipsticks Research. The sample consisted of 700 respondents.

50% male and 50% female

40% 18-34, 44% 35-54 and 16% 55+

Test Sample: London only, used LU past 2 weeks

Control Sample: Rest of UK, not used LU past few months

The Results

Those who recalled seeing the London Underground adverts were significantly more likely to have used the online supermarket within the last week and to have positive perceptions of the brand.

Online supermarket - graph showing brand perceptions

Related case studies

Please click on the link below to see other related case studies: 

Online supermarket advertising campaign strongly attributed to LU ads 

LU campaign increases positivity towards online supermarket brand 

LU digital ads drive Tube users into the supermarket for their premium food 

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Improving perceptions

48% of those who recall the online supermarket LU ads clearly understand what the retailer offers and believes it sells products they're interested in

Driving action

1 in 5 who saw the LU ads said it made them want to browse the online supermarket's website

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