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  • Online train ticket service 2 - case study stat

LU ads increase action take towards online train ticket service

The Challenge 

The online train ticket service hoped to change the habit of a lifetime and persuade consumers to buy train tickets via the company’s mobile app or website instead of directly at train stations.

The Execution

In November 2015, the online train ticket service ran an Out of Home advertising campaign which consisted of London Underground, Bus, and National Rail formats.

In order to capture the effectiveness of this campaign, we measured campaign metrics, in association with Dipsticks Research. The sample consisted of 750 respondents:

50% Young People – 18-29 years old – never married or in full time education

50% Midlife Families – 30-54 years old – must have at least one child

Test Sample: London

Control Sample: Rest of the UK

The Results

Those who recalled seeing the Tube ads were significantly more likely to feel  more positive about the online train ticket service, and to want to find out more about the brand.

Online train ticket service 2 - graph

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Information

Results

Improving perceptions

62% of those that recalled the advertising liked the ad


Driving action

88% of those that recalled felt the advertising made them want to take action towards the online service

Contact our Research team for more information on our insights - 0800 80 85 619