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National OOH campaign drives online traffic and consideration to purchase

The Challenge

This online takeaway provider aim to dominate the online takeaway market. There are a number of competitors growing their share within the market so the online takeaway provider created an ad campaign to drive awareness, increase sales online and consideration to purchase.

The Execution

Between Oct-Nov 2014 the online takeaway provider ran a campaign using national Bus interiors, London Underground (tube station & TCPs) & train interiors. 

In order to measure the effectiveness of this campaign, we measured campaign metrics, in association with Dipsticks Research. The sample consisted of 75% 18-44 year olds, 50% of whom were aged 18-34, to reflect the target audience.  

Test areas included London (n = 300), other urban cities (n = 400) & a control group of (n = 300) selected from the rest of the UK. 

The Results

The results show that awareness and propensity to use the online takeaway provider is higher in test areas and significantly higher for frequent public transport users – across the UK – than the control group.

Those exposed to OOH campaign are more likely to search online for the online takeaway provider

Bus Advertising

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Information

Results

Drives response

74% of those who saw the Exterion OOH campaign have ordered food from the online takeaway provider


Drives search

53% of those exposed to OOH campaign are more likely to search online for the online takeaway provider