Digital panels improve brand perceptions for car brand, establishing audience synergy with LU commuters

#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. 

Exterion Media - Premium car Brand Case Study - 85% agree that LU is a good place to advertise car trade
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Information

Results

Digital Escalator Panel effectiveness

77% who recalled the ads agreed that'the movement of this ad really caught my attention on the escalator'


Boosted brand attributes

46% of those who recalled the ads would describe the brand as trustworthy

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