“This Feels Different” – Nat Sciver-Brunt, Lauren Bell and Sophia Dunkley became the first ever England cricketers to appear on Piccadilly Lights. Across our large format network, Metro Bank sought to boost the visibility of women’s and girls’ cricket in partnership with the England and Wales Cricket Board.
- To reinforce their commitment as Champion of Women’s and Girls’ cricket, and strengthen their brand awareness and consideration amongst UK cricket fans.
- 400 respondents were surveyed from our Ocean Pulse panel, gathering quantitative research from a structured questionnaire.
- Two independent surveys were fielded: one for the Piccadilly Lights campaign, and one for the large format campaign. Campaign imagery and video assets were embedded within these surveys to ensure a consistent viewing experience.
- The power of Piccadilly Lights was demonstrated:
- The branding on Piccadilly was mentioned 3x more than when on the large format campaign.
- Positive sentiment toward Metro Bank was felt by those surveyed:
- 74% of those viewing the large format and 82% of those viewing Piccadilly Lights felt more positive towards the brand as a direct result of the campaign.
- Among 18-34s, the ad message landed strongly, helping to reframe perceptions of Metro Bank and driving significant shifts across key response statements:
- ‘It was an enjoyable ad‘ +37pp
- ‘It’s positive that Metro Bank is helping promote women’s cricket‘ +30pp
- ‘Curious to find out more about Metro Bank‘ +14pp
- ‘It’s just another ad‘ -40pp
“We wanted a campaign that was unmissable. One that would elevate Metro Bank’s profile and that of the England Women’s Cricket team at a national level. Ocean Outdoor were an outstanding partner in bringing our ‘This Feels Different’ campaign to life, combining strategic placement across premium Digital Out of Home sites, including the iconic Piccadilly Lights, a first for both Metro Bank and England Cricket. The results demonstrated strong cut-through and category salience, driving meaningful conversation and delivering the standout impact we set out to achieve.”
Jasmin Dearing, Brand Manager, Metro Bank
- Territory United Kingdom
- Objective Consumer awareness
- Date June 2026
