Bus campaign drives consideration and improves brand perceptions for ATS Euromaster
ATS Euromaster wanted a campaign to increase unprompted brand awareness and drive new customers in store and online.
In 2015, ATS Euromaster ran a 5 week, medium weight advertising campaign on buses in both Manchester and Birmingham. This was supported by 20” tactical and brand radio spots, 10” sponsorship credits and A3 washroom posters.
In order to capture the effectiveness of this campaign, we measured campaign metrics, in association with Dipsticks Research. The sample consisted of 600 respondents all aged between 35-65 years.
60% males 40% females
Test Sample: live or work in Manchester or Birmingham
Control Sample: Rest of UK, not visited Test cities within the past month.
The results showed that the ads had a positive impact on brand perceptions and that those who recalled the bus campaign were significantly more aware of ATS Euromaster, both as a vehicle servicing centre and a tyre replacement company.
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“The use of bus rears as a way of talking to new and existing customers of ATS Euromaster is not a new idea but has become overlooked in recent years. Our return to this format has produced very positive results and will now continue to be included within our overall media plan”.
Keith Hendry - Head of Retail Marketing