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  • improves brand perception

Ads drive tube users online to price compare the TV & 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 Provider’s ads said that they found them relevant, as well as engaging. More than a quarter (27%)were driven online to price compare the brand’s TV and Broadband services.

People driven to price compare

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Information

Results

Drives action

More than a quarter (27%) of those who recalled the ad were driven online to price compare the brand’s services


Frequent ad recall

71% of those who recalled the ad saw it at least once a week