Bus amplifies campaign, driving people to find out more about the programme
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 consisted of 30% 18-34 years, 50% 35-54 years and 20% 55, in order 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).
Results indicate that Bus advertising worked well alongside TV to amplify the campaign, driving people to take action and seek to find out more about the TV programme.
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