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The Bus ads increased consideration to buy the chocolate bar in the next month

The Challenge

The household brand wanted to raise awareness of its new chocolate bar, specifically amongst their key audience.

The Execution

In October 2015, a household brand ran a Bus advertising campaign to raise national awareness of their new chocolate bar.
 
In order to capture the effectiveness of this campaign, we measured campaign metrics, in association with Dipsticks Research. The sample consisted of 750 women aged:
25-34: 20%, 35-44: 40%, 45-54: 40%.
Test Sample: London / Key urban cities
Control Sample: Rest of UK

The Results

Those who recalled seeing the Bus ads were significantly more likely to agree that the chocolate bar looked more indulgent than other chocolate bars. Impressively, over a third had already purchased the chocolate bar in the last 2 weeks and 1 in 2 would consider purchasing  the chocolate bar in the next month. 

Chocolate bar graph 1
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Information

Results

Improved brand perceptions

2 in 5 saw the chocolate bar as the perfect snack when out and about


Driving purchase

34% of respondents who recalled the ads bought the chocolate bar in the last 2 weeks (vs. 9% who did not recall the ads)