LU campaign helped increase future consideration and current interaction with Purple Bricks


#DRIVINGINTERACTION

The Execution

In February 2018, hybrid estate agent brand Purplebricks ran a campaign on our formats within London Underground, targeting homeowners. They ran a variety of creatives on Tube Car Panels.

The campaign ran from 12th February until the 25th February with interviewing taking place between 23rd – 28th February. 
In order to capture the effectiveness of this campaign, we measured campaign metrics in association with Dipsticks Research. 

The sample consisted of 748 respondents, all ABC1 and 18-54 years old:
533 Test respondents – Live, work or travel 3 times a week in London and use the Tube at least twice a week
285 Target Audience respondents – Homeowners within the Test sample
215 Control respondents – Do not live, work or travel 3 times a week in London and not used the Tube in the past 3 months

The Results

The Purplebricks campaign proved to be highly effective, not only in reaching the brand’s target audience but also in increasing their brand interaction and future consideration. 


“Purplebricks are delighted with the response to our Tube card campaign.
Designed to amplify the TV messaging, we knew we would have more impact if we made it contextually relevant. We’ve been delighted with the results and am sure we will be using TCPs going forward.”

Ed Hughes – Marketing Director, Purplebricks

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Information

Key stats

Driving interaction

61% of the target audience who recalled at least one of the Purplebricks ads took some action towards the brand


Drives consideration

18% of the target audience who recall the ads have made a note to consider Purplebricks when needed

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