The multiformat campaign on the London Underground helped increase future consideration and current interaction with the brand’s target audience

#DrivingCommuterInteraction

The Challenge

Rescue Remedy, an emotional wellbeing brand, wanted to increase campaign awareness amongst the brand’s target audience and attract new users

The Execution

In February 2018, Rescue Remedy ran a campaign on Exterion Media formats within the London Underground, targeting purchasers of natural healthcare products.
They ran a multiformat campaign on Tube Carriage Panels, 16 sheets and Train Carriage 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
  • 341 Target Audience respondents – prefer natural healthcare products 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 Rescue Remedy 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.

“The challenge for Rescue was to cut through to London Underground customers who are always on the go. By using a combination of different formats and a creative that stood out, Rescue was able to punch through and increase awareness amongst our key audience. The juxtaposition of the sometimes hectic nature of the Underground and Rescue’s message centring on taking a moment, strengthened brand association and created a successful OOH campaign.”

Jen Kendall – Senior Brand Manager UK, RESCUE Remedy®

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Information

Key stats

Ad recall

65% of frequent Tube users recall the Rescue Remedy campaign


Driving interaction

59% of the target audience who recall the ad have taken some action towards Rescue Remedy in the past two weeks

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