The Evening Standard's multi-media campaign drove positive perceptions

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The Challenge

The Evening Standard wanted to raise awareness and drive ticket sales to the Night Market event, taking place during London Food Month. 

The Execution

In June 2017, the Evening Standard ran a multi-media advertising campaign across our formats and their own press and online inventory. 

In order to capture the effectiveness of this campaign, we measured key campaign metrics in association with Dipsticks Research. The sample consisted of 500 respondents who were interviewed in an online survey:

All live and/ or work in London
All travel by London Underground at least 2x a day
60% aged 16-34, 40% aged 35+
50% males, 50% females

The Results

Results showed a high level of awareness among respondents, with ad recall working to improve brand perceptions among the London audience. 

In addition, the Exterion Media ads and Evening Standard ads worked well together, helping to drive action. In particular, they succeeded in driving people to buy tickets/ arrange to visit the Night Market – a key objective of the campaign.  

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Ad recall

65% of respondents recalled at least one of the Exterion Media or Evening Standard ads

Driving action

72% of those who recalled the EM and ES ads have taken action towards the Night Market in the past month (vs. 15% who did not recall)

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