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  • 1 in 5 considered changing provider

OOH campaign encourages Non customers to switch TV or Broadband services

The Challenge 

The Telecoms Provider are already a household name but the brand wanted to drive awareness and consideration for their Broadband and TV packages. Building fame and stature for these products will enable them to continue challenging their competitors effectively.

The Execution

In May 2015, the Broadband &TV service Provider ran a high impact advertising campaign across multiple formats including TV, London Underground (LU) and buses. The campaign ran nationally with an up-weight of activity in London to offset the lighter TV viewing in this region. In order to capture the effectiveness of this campaign, we measured campaign metrics, in association with Dipsticks Research. The sample consisted of 800 respondents, all ABC1.

•33% 25-34, 33% 35-44 and 34% 45-54 Test Sample: London and key Urban areas Control Sample: Rest of UK

The Results

Those who recalled seeing the brand’s ads were significantly more likely to consider changing TV and Broadband providers within the next six months. They also went on to talk to others about the brand and to investigate the brand themselves online.

1 in 5 considered changing provider

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Information

Results

Drives action

1 in 5 people who recalled seeing the brand’s ads were significantly more likely to consider changing TV and Broadband providers


Improves brand perceptions

43% of those who recalled the ads associated the brand with high quality and value for money

Contact our Research team for more information on our insights - 0800 80 85 619