DX3 digital screens increased future consideration amongst a premium car brand

#DrivingCommuterInteraction

The Execution

In November and December 2017, we 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. 

Related case studies


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

DX3 digital screens drove positive brand perceptions towards a supermarket brand

DX3 digital screens drove positive brand perceptions amongst an electronics brand

DX3 digital screens increased future interaction amongst a lip and skincare brand

DX3 screens Case Study

Innovative DX3 digital screens helped increase future consideration amongst a razor brand


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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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