Our formats worked together to engage the brand’s multicultural target audience


The Challenge

Wanted to drive action towards their brand among their target audience

The Execution

For 10 weeks, a telecommunications brand ran a multi-media OOH advertising campaign nationwide on Bus and London Underground. These formats included: 

LU platform (48 sheets and 16 sheets)
LU escalator (LEPs)
Bus (Routemaster and local) 

In order to capture the effectiveness of this campaign, we measured campaign metrics in association with Dipsticks Research. The sample consisted of 2,643 respondents:

2,026 Nationally representative
617 Test sample

Nat Rep Sample: Nationally representative of age, gender, location and SEG
Test Sample: consists of people who live in London, Birmingham, Leicester
Multicultural target audience: 16% of respondents (422)

The Results

Results proved that the brand’s Exterion Media campaign resonated among their target audience of those from multicultural backgrounds. Campaign awareness, interaction and future consideration were all higher among this audience than UK adults as a whole. 

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Campaign improved brand perceptions, increased interaction and future consideration

LU and Bus ads increased engagement levels in London for the target audience

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Key Stats

Improved Brand Interaction

57% of the target audience who recall the ads have interacted with the brand in some way in the past few weeks

Drives Recall

52% of the target audience who recall the ads are likely to switch to their service in the next few months

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