LU and Bus ads increased engagement levels in London for a telecoms brand's target audience


The Challenge

To drive action towards their brand using a multiformat EM campaign

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 2643 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 multiple formats worked together more effectively than a single format in increasing awareness, interaction and consideration among UK adults and the brand’s target audience of those from a multicultural background. 

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EM's formats worked together to engage the brand's multicultural target audience

Campaign improved brand perceptions, increased interaction and future consideration

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Key Stats

Increases Brand Interaction

63% of the target audience who recall the campaign on Bus and any LU format have interacted with the brand in some way in the past few weeks

Drives Recall

60% of the brand’s target audience recall seeing the campaign on Exterion Media Formats

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