LU ads resonated with Tube users, driving people to purchase Fairtrade products



The Challenge

An annual initiative, the ‘Fairtrade Fortnight’ campaign aimed to target Londoners and encourage consumers to stand up for farmers around the world by purchasing more Fairtrade products at this time.

The Execution

In March 2016, the ‘Fairtrade Fortnight’ campaign ran in London only, online, out-of-home (TCPs, 6s) and on a large digital screen at Holborn Eye.

In order to capture the effectiveness of this campaign, we measured campaign metrics, in association with Dipsticks Research. The sample consisted of 700 ABC1 respondents:

37% males, 63% females

14% 18-24 years, 46% 25-34 years and 40% 35-44 years

Test Sample: London Tube users

Control Sample: Non-Tube users who live outside of London

The Results

The London Underground campaign resonated with the Tube audience; those who recalled the ads were more likely to have positive perceptions of Fairtrade, and the ads drove people to consider and ultimately purchase Fairtrade products.

“The research process was collaborative and informative. It gave us real insight into how the campaign landed in the market place and what actions people did on seeing it. This has helped inform future campaigns and what activities we will carry out, utilising ROI.”

Jamie Wellock - Marketing Manager, Fairtrade

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Ad recall

2 in 5 London Tube users recalled at least one of the Fairtrade London Underground ads

Drove purchase

40% of London Tube users who recalled the ads bought the Fairtrade products (vs. 19% who did not recall)

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