Innovative DX3 digital screens helped drive positive brand perception along with an increase in future consideration

#DrivingCommuterInteraction

The Execution

In November and December 2017, Exterion Media ran an ad-effectiveness research study looking at 5 different brands running high impact campaigns through the medium of their new DX3 digital formats throughout the London Underground. 

This brand chose this format in order to extend the reach of their TV ad. Running their DX3 digital ads from 20th November until 3rd December with interviewing dates between the 4th – 7th of December.

In order to capture the effectiveness of this campaign, we measured campaign metrics in association with Dipsticks Research. We conducted 293 face-to-face interviews upweighted to 300. In order to ensure all respondents were exposed to the campaign, we only interviewed people exiting the stations from the correct platforms.

All of those interviewed had exited Oxford Circus, Piccadilly Circus or Camden Town tube stations and use the tube at least several times a week.

The Results

The DX3 digital screens within the London Underground proved to be a highly effective medium for increasing positive brand perceptions of the premium car brand. It has also prompted a significant number of commuters to interact with the brand whilst the campaign was running, and 4 in 10 commuters now claim that they intend to interact with the brand in the next few months. 



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Results

Audience Synergy

75% of people planning to own one of the brand's cars recalled seeing the ads on the DX3 digital screens


Driving Engagement

85% of people agreed that 'The ads make me want to engage with the brand'

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