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  • Snacking brand stat 2

Exposure to London Underground ads and Iconic Bus Wraps increased interaction with the brand

The Challenge

The Snacking Brand was looking to launch a new product in its range of snacks, with an OOH campaign that aimed to drive awareness, understanding of the product and subsequent purchase.

The Execution

The London Underground hosted DEPs and 16 sheets over a two-week period across a number of stations, along with a planned sampling campaign outside select stations.

The LU campaign was supported by a 4-week long bus campaign – showcasing NBFL wraps – to stand out amongst the busy London streets.

To assess campaign effectiveness, we measured campaign metrics, in association with Dipsticks Research. The sample consisted of 1,000 ABC1C2 respondents:
All aged between 25-44 years, 60% females, 40% males
All agreed with statements about food or health 

Test Sample: London Tube users
Control Sample: Non-Tube users/not visited London P3M

The Results

A multi-format campaign clearly shows uplift between Test and Control samples against all key metrics tested.

Snacking brand graph
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75% of London Tube users who recalled at least one of the Snacking Brand OOH ad formats would recommend the brand to others (vs. 46% of those who did not recall)

Driving purchase

76% of Tube users who recalled the ads would considered buying the snacking brand (vs. 48% who did not recall)