• VOD Service multimedia

Bus & LU amplify the effect of an On Demand service TV campaign

The Challenge

A leading on demand service wanted to raise brand awareness and drive usage. As this is a highly competitive market it is important for this on demand service that they are recognised as the place to watch the latest movies & TV shows. 

The Execution

In November 2014, the on demand service ran a campaign in London using High Street Buses (Supersides) as well as TCPs & posters on the London Underground (LU). 

In order to capture the effectiveness of this campaign, we measured campaign metrics, in association with Dipsticks Research. The sample consisted of 750 adults, Target 1: ABC1 16-34 & Target 2: Females with children 17 or under.

The test group consisted of Londoners  and those who had used the LU within the last 2 weeks (n = 500), and the control group was made up of other UK residents who had not travelled in or around London (n = 250). 

The Results

The results show that those exposed to the TV, Bus & LU elements had significantly higher levels of awareness and a propensity to recommend or use this on demand service. 

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Drives search

28% of those who recalled the TV, Bus & LU elements went on to search online for the On Demand Service

Driving conversation

A third who recalled the TV, Bus & LU campaign elements talked to someone about the On Demand Service