Bus driving awareness of a TV programme launch
A TV channel wanted to drive awareness for the second series of a TV programme showing on their channel. Because this was still a relatively new series, driving awareness before the programme launched was crucial to its success.
In October 2014 the TV channel ran a campaign for the TV programme using Bus Impact formats (T-sides).
In order to capture the effectiveness of this campaign, we measured campaign metrics, in association with Dipsticks Research. The sample that consisted of 30% 18-34 years, 50% 35-54 years and 20% 55 years + was used to reflect the target audience.
Test areas included London (n = 300), other urban cities (n = 800) & a control group selected from the rest of the UK (n = 200).
The results show that the likelihood to watch both the TV Channel and the TV programme are significantly higher in test areas - across the UK - than the control group.
Those exposed are significantly more likely to go online to investigate the TV programme or the TV channel – after seeing the Bus advertising
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