Download case study

'Dominating Earl's Court station was a fantastic opportunity to get our home insurance message across to the right audience.  From the feedback received through research completed by CBS Outdoor, we could conclude that our campaign achieved the impact we had hoped – a success!'


Rachel Morley, Marketing Executive Home Insurance

Back to case studies

Norwich Union Direct Station Domination

Norwich Union Direct dominated Earl's Court Tube station for the Ideal Home Show (IHS) in March/April 2006. The objective was to reach home insurance customers in a relevant environment and with impactful advertising. Interviews took place outside Earl’s Court Tube station with respondents either on their way to the show or having been to the exhibition

Some of the key findings were:

  • Norwich Union Direct was perceived as a leading sponsor of the IHS. There was also no confusion about which insurance product was being advertised with 94% of those who saw the advertising saying it was for home insurance (unprompted) – clearly therefore making the link with the show
  • 61% of all respondents spontaneously named Norwich Union Direct as “a company that provides home insurance” - almost twice that of the 2nd most named provider 
  • Of those who spontaneously stated they had seen the advertising, a staggering 100% named Norwich Union Direct as a home insurance provider (unprompted)
  • 73% of respondents stated they had seen advertising for Norwich Union Direct at Earl’s Court, the "Quote me happy” slogan and web address on the adverts were also remembered
  • The majority of the respondents believed the advertising was “impactful”, “memorable” and “different to most advertising”
  • Research proved that a Tube station domination is extremely effective at reaching a specific target audience in an “ideal” location. NUD owned the first and last message communicated to those going to the IHS by Tube
      Download the case study for more stats

    Formats used