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Bus amplifies campaign and drives high street shoppers into store

The Challenge

With an extensive amount of lunch options across high streets, a nationwide sandwich chain wanted to drive awareness about their new lunch offering, and therefore increase store footfall in London.

The Execution

In November 2014, the fast food sandwich store ran a High Street Bus campaign with Exterion using Supersides in London. 

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

For this research we focused on London as a test area (n = 300) & we looked at a control group selected from the rest of the UK (n = 200). To examine the multimedia effect we looked at data captured from the following question “can you remember where you saw the [sandwich store] advertising?” (n = 346).

The Results

When added to the media schedule, Bus advertising, particularly alongside TV, directly influenced more people to go to this sandwich store and inspired customers who would usually go somewhere else for food to visit. The ads also encouraged people who saw them to visit the store in the future. 

More than 3/4 people exposed to Bus ads and other media are likely to visit this sandwich store in the future

77% of people who have seen the Bus & billboard ads and 84% who have seen Bus & TV ads are likely to visit this sandwich store in the future (compared to 59% who saw the TV ads, and 71% who saw ads on billboards/posters).

Bus Advertising

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Information

Results

Amplify

Bus is the true amplification medium – 1/2 people who saw the Bus & TV ads say it was their first choice sandwich store


Drives footfall

More than 3/4 people exposed to Bus ads and other media are likely to visit the fast food sandwich store in the future