T I P I

01 OBJECTIVE• Tipi launched with the aim of transforming the London rental market

to make rent ing better and simpler for Londoners.

• In Q3 2019 they launched their first big campaign promoting their

new apartment block at Wembley Park with OOH at the forefront.

Tipi

P O W E R E D B Y A D A

02 STRATEGY• The overall aim was to drive awareness of Tipi in London and

increase consideration amongst the core target of Wembley Park renters and those likely to rent with Tipi in the future.

• Using Ada, we were able to gain an understanding of how the renting populat ion of Wembley Park move around London and fuse this information with other sources to ascertain prospective audiences who would consider Wembley Park rentals. From this it became apparent that the target audience commute on the

London Underground.

• Using Ada’s proprietary London Underground model to rank all entry, interchange and exit stat ions across the network, precisely

ranked panel locations, stat ions and t imes of day where the Tipi target audience would be and allowed this to inform our OOH selection.

• In total we scored 18,638 London panels to score the best

performing ones for our audience which resulted in a +21.3% increase on target audience delivery.

P O W E R E D B Y A D A

• Using independent research agency On Device, we surveyed consumers exposed to the campaign and saw a +17% increase in brand awareness.

• There was a significant increase in consideration, with 59% considering Tipi when looking to rent (+14% higher than those not exposed to the OOH campaign). The shift in considerat ion is 3 t imes higher than benchmarks.

• In addit ion, we isolated results based on those exposed to the Ada optimised element of the campaign, result ing in a +17%. increase in ‘is aimed at someone like me’ and a +13%. increase in brand trust. The optimised element also drove a x2 stronger impact on brand

consideration than that of the non-optimised element.

P O W E R E D B Y A D A

+17% Increased brand awareness 59%

Considering Tipi when looking to rent (14% higher than those not exposed to the OOH campaign).

03 RESULTS

+17%INCREASED

BRAND AWARENESS

59%CONSIDERING TIPI WHEN LOOKING

TO RENT (14% HIGHER THAN

THOSE NOT EXPOSED TO OOH

CAMPAIGN

Tipi

• In Q3 last year Tipi wanted to launch their first big campaign promoting their new apartment block at Wembley Park with OOH at the forefront.

• Our overall aim for the campaign was to drive awareness of Tipi in London and consideration amongst the core target of Wembley Park renters and people likely to rent with Tipi in the

future. Using Ada we were able to gain an understanding of how the Wembley Park renters as well as potential Wembley Park renters moved around London.

• We were able to analyse and select the most successful panel locations, stat ions and t imes of day for the target audience.

• With OOH the lead media channel for Tipi, these results are a fantast ic reflect ion of the power of OOH for launching a new product.

P O W E R E D B Y A D A

2xSTRONGER PACT

ON BRAND CONSIDERATION ON OPTIMISED

ELEMENT