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  • Broadband and TV Provider

Bus and London Underground amplify the effect of TV ads, improving ad awareness and consideration

The Challenge

The Broadband & TV Service Provider is 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 would 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 London Underground (LU), Buses, TV and Press. 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

We also looked at heavy TV viewers, to find those most likely to have been exposed to the Broadband & TV Service Provider’s extensive TV ad campaign.

The Results

TV viewers who recalled the LU and Bus ads were more aware of the Broadband & TV Service Provider advertising, and also more likely to consider changing services in the next 6 months.


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Information

Results

Ad awareness

73% of TV viewers who saw the LU ads could remember seeing the Broadband & TV Service Provider advertised recently – a 26% increase from just TV viewers


Driving customers

Over 1 in 4 TV viewers who recalled the Bus & London Underground ads are now likely to change provider in the next 6 months