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


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.
The supermarket 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 this supermarket brand. It has also prompted a significant number of commuters to interact with the brand whilst the campaign was running, and almost 9 in 10 commuters now claim that they intend to interact with the brand in the next few weeks.

The ads are eye-catching The ads make me want to engage with the brand The ads make the brands look premium The ads improve the station environment

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Drives Recall

88% who recalled the ads intend to interact with the brand in some way (vs. 37% who did not recall)

Drives Consideration

81% who recalled the ads intend to make a purchase at the supermarket (vs. 28% who did not recall)

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