London Underground campaign improves awareness and drives action online among Tube users with pets


The Challenge

Having launched its range of pet food and healthcare products in April 2016, this advertiser wanted to increase awareness of its brand and drive response amongst London Tube users with pets.

The Execution

In April 2016, the Pet Care Brand started running multiple bursts of activity in a campaign on the London Underground. This activity has been running in several two-week bursts, consisting of Tube Carriage Panels (TCPs) and Cross-Track poster formats (16 sheets).

In order to capture the effectiveness of this campaign, we measured campaign metrics in association with Dipsticks Research. The sample consisted of a robust UK-wide group of 2,000 adults aged 18+ years.

The Results

Results show that those who were exposed to the London Underground campaign are significantly more aware of the brand, and also more likely than all other respondents to consider and take action towards the Pet Care Brand.

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Audience synergy

Nearly 1 in 3 Tube users attribute Pet Care Brand advertising to the London Underground

Driving purchase

Over half of Tube users with pets are likely to purchase pet food and healthcare products from the Pet Care Brand in the next 6 months

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