Digital screens on LU prove highly impactful, increasing awareness and driving commuters to interact with car brand

#DrivingCommuterInteraction

The Challenge

For the launch of their new model, the brand wanted to effectively reach car enthusiasts that work in London, looking to increase awareness and consideration among this core target audience. The campaign also aimed to drive commuters online to interact with video content that complemented the London Underground ads.

The Execution


In July 2017, the brand chose to utilise Exterion Media’s Digital Escalator Panels (DEPs) with a Network Pack in London in order to maximise impact and tap into the valuable London Underground commuter audience. 

In order to capture the effectiveness of this campaign, we measured campaign metrics in association with Dipsticks Research. The sample consisted of 450 respondents:

  • 70% Males and 30% Female

  • 25-55 years old

Test Sample: London Tube users (300)
Control Sample: Non-Tube users (150)

The Results

Half of London Tube users recalled seeing the brand’s DEPs, showing that the digital screens were highly impactful at getting commuters attention, driving nearly 3 in 5 consumers to interact with the car brand.

Snacking brand graph

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Results

Ad Recall

48% of Tube users recalled seeing the brands digital escalator ads on London Underground


Driving interaction

55% of users who recalled a car ad had interacted with the brand in the past two weeks

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