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Bus ad drives high street shoppers into coffee shop for festive drinks

The Challenge

To celebrate Christmas, a well-known coffee shop introduced a new range of Christmas beverages to draw in customers on the high street. They used Bus advertising to raise awareness of their brand and seasonal offering, with the intention of driving footfall into their cafés during the festive period.

The Execution

Between Nov-Dec 2014, the café brand ran a High Street Bus campaign using City Centre Supersides.

In order to capture the effectiveness of this campaign, we measured campaign metrics in association with Dipsticks Research. The sample consisted of 1,000 adults 18+, 50/50 gender split, and 50% 18-34.

Test areas include London (n= 300), other UK urban areas where the campaign ran (n= 500) & a control group selected from the rest of the UK (n=200).

The Results

Bus advertising drove high street shoppers into the café and also converted other coffee drinkers to try this particular brand of coffee. Not only did it drive an immediate call to action but it encouraged people to visit this coffee shop in the future.

Nearly 7/10 people planned to visit this coffee shop a week after recalling the Bus ads.

Bus Adertising

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Information

Results

Drives action

Those who recalled the Bus advertising took action whilst on the high street. 28% actively looked out for their nearest store (vs. 7% who didn’t see the ads).


Drives footfall

73% of those who recalled the coffee shop Bus ad visited the coffee shop in the last 2 weeks (vs. 43% who didn’t).