Entertainment / Culture / Leisure
Metro wanted to inform and entertain people on their morning commute and also increase brand consideration and loyalty.
Strategy and Media Used:
Metro ran a high impact witty OOH campaign across the London Underground that was very fitting due to its ubiquity in the lives of Metro’s core audiences and is also the epicenter of where the newspaper is distributed.
Over 72% of the primary target audience recalled the ads, which solely ran on OOH. Ad recall was even higher among frequent Tube users at 84%, proving that an ‘always on’ approach delivers results. Plus the likelihood to consider reading Metro in the next month increased by 11% among respondents who recalled the OOH ads.