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CASE STUDY – 4 Free Newspaper – Multimedia Effect

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CASE STUDY – 4 Free Newspaper – Multimedia Effect CASE STUDY – 4 Free Newspaper – Multimedia effect Key Take Outs London Underground formats worked to complement Press ads and increase awareness THE RESULTS • 65% of all London respondents have seen the London Underground advertising – this increased to 84% when asking frequent Tube users • 66% of London readers of the Free Newspaper recalled at least one of the Press ads • The London Underground campaign worked effectively alongside Press, driving commuters to read the Free Newspaper “I enjoy the adverts and think they are humorous and engage people's attention, they also give a 'true' CASE STUDY impression of the paper itself.” Respondent Free Newspaper - Multimedia effect London Underground formats Recall of the Free Newspaper London Underground ads The London Underground campaign worked to complement Press ads and incrementally boost action worked to complement Press ads of all London respondents have seen and increase awareness 65% the London Underground advertising Actions included picking up the Free Newspaper, sharing it with others, talking about articles inside, or searching for the paper online. THE CHALLENGE 84% of frequent Tube users Call to action The London Underground is core to the Free Newspaper’s distribution network and is engrained in the London Recall of the Free Newspaper Press ads Underground commuter experience. The Free Newspaper 89% wanted to continue to be perceived as helping people enjoy their of all Free Newspaper readers 83% 87% commute, and to increase brand consideration and readership. 54% recalled the cover wrap 78% SIG SIG SIG THE EXECUTION of all Free Newspaper readers SIG 60% recalled the half page/smaller ad In September 2015, the Free Newspaper ran a high impact advertising campaign in its own edition (incl. cover wraps and of London readers recalled at ads inside newspapers) and across the London Underground 66% least one of the Press ads (around the stations and inside Tube carriages). Recalled LU ads Recalled LU ads AND Recalled LU ads AND Recalled LU AND Cover In order to capture the effectiveness of this campaign, we Ad recall for the London Underground ads increased in Cover wrap Small press wrap AND Press ads measured key campaign metrics, in association with Dipsticks line with the number of stations visited Base: Regular Tube users (428) – Recalled LU ads (240), Recalled Cover wrap and LU ads (182), Research. The sample consisted of 750 respondents, all Recalled Small press ads AND LU ads (187), Recalled LU AND Cover wrap AND Press ads (162) ABC1. The test group was composed of people living in A combination of impact and dwell time formats across multiple stations London,18-44 year olds (primary audience) & people aged ensured that the Free Newspaper effectively reached a large population 45+ (secondary audience). of commuters. THE RESULTS 70% of those who recalled the London 65% test 67% Underground ads picked up the Free ad recall 53% 61% The London Underground ads worked effectively alongside 36% Newspaper more often than they would Press ads to increase awareness and drive an increase in normally (vs. 15% who did not recall the readership for the Free Newspaper. A combination of multiple London Underground ads) formats encouraged people to pick up the newspaper more than normally, talk to others about articles inside, or search for the newspaper online. CONTACT For more information regarding advertising campaigns with Visited 1 station Visited 2 stations Visited 3 stations Visited 4+ stations Exterion Media please contact Base: Visited 1 station (89), Visited 2 stations (118), Visited 3 stations (115), Visited 4+ stations (228) [email protected] 0207 428 3609 Any mention of ‘significance’ made refers to statistical significance. Statistical significance is used to refer to a result that is unlikely to have occurred by chance and in this case is tested using chi-square. SIG Source: Dipsticks Research.
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