6 sheet advertising on the London Underground network.
Provided by Exterion Media
Target a potential of 1m upmarket and affluent individuals over a 4 week campaign; 74% of tube travellers are ABC1.
Tell us about the Opportunity / What is it?
The London Underground offers an unrivalled combination of engaging formats. For advertisers who want to reach the millions of commuters, shoppers or tourists that travel on the network each week advertising is a crucial part of any campaign. 6 sheets on the London Underground are a premium product delivering both broadcast cover or precision lifestyle and demographic targeting. This brand building format, found in busy corridors and tickets halls offers advertisers high frequency and a targeting tool for any campaign.
What is the Marketing Objective?
Raise awareness of your brand in a high dwell environment. Tube advertising has the most positive relationship with the consumer - 87% of commuters welcome Tube advertising as it provides them with a welcome distraction during their journey. 6 Sheets are the most flexible format on the Underground. They allow advertisers to either build brand awareness on a large scale by reaching a mass audience or offer the ability to target specific audience segments with precision packs.
How does it work?
6 Sheets are the most flexible format on the Underground. They allow advertisers to either build brand awareness on a large scale by reaching a mass audience or offer the ability to target specific audience segments with precision packs. Precision packs enable advertisers to reach groups such as students, affluent professionals, or particular communities, using only ad sites in areas where they will be highly visible to the chosen target audiences.
Who's used it in the past?
Subway ran a 6 sheet underground campaign in June 2007 promoting the launch of the '8 under 6g' range of Low Fat Subs. The advertising was targeting 18-39 year olds who do not normally visit Subway. Those who saw the Tube advertising were twice as likely as all adults to spontaneously mention Subway, plus a quarter of all Tube users and almost two thirds of frequent Tube users saw the advertising. Please view all Exterion Media opportunities to read the full case study for Subway 6 sheets.
Features / Benefits
The London Underground is a fantastic way to reach huge numbers of your target audience through one cost effective channel. 150,000 people enter the Underground every hour, 74% of whom are ABC1s. And, with 87% of people welcoming advertising on the underground, you can communicate with your audience when they are likely to be more receptive to your message. The opportunity to tailor creative to the audience for greater impact is a huge benefit.