Iconic digital screens proved highly impactful, and drove interaction with Racing Post

Racing Post - RT image

#DrivingInteraction

The Challenge

Racing Post wanted to reach one of London’s most premium audiences - at Canary Wharf - and drive commuters to interact with the brand.

The Execution

In March 2017, we ran an ad-effectiveness research study looking at 8 different brands running high impact campaigns on the digital screens at Canary Wharf – one of our most premium environments.

To see the results of this campaign, download the case study below:

                                       


"The Cheltenham Festival in March is the most eagerly anticipated event of the horse racing calendar and we wanted to bring some of this excitement of these special four days to the commuters in Canary Wharf. We used the giant screens at the tube station to promote a daily tip from our Betting Editor, Paul Kealy.

We kept the message simple as we felt it was the most effective way to engage with the audience and to drive them to place a bet through our mobile app. Paul's tip on the first day - Buveur D'air - won at 5/1 so those Wharfers who followed his advice would have been 'in the money'. We were delighted with the recall levels which meant that the campaign delivered the impact we hoped for - the best bet of the Festival!"

Louise Agran - Marketing Director, Racing Post 

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