OOH campaign encourages Non customers to switch TV or Broadband services
The Telecoms Provider are already a household name but the brand wanted to drive awareness and consideration for their Broadband and TV packages. Building fame and stature for these products will enable them to continue challenging their competitors effectively.
In May 2015, the Broadband &TV service Provider ran a high impact advertising campaign across multiple formats including TV, London Underground (LU) and buses. The campaign ran nationally with an up-weight of activity in London to offset the lighter TV viewing in this region. In order to capture the effectiveness of this campaign, we measured campaign metrics, in association with Dipsticks Research. The sample consisted of 800 respondents, all ABC1.
•33% 25-34, 33% 35-44 and 34% 45-54 Test Sample: London and key Urban areas Control Sample: Rest of UK
Those who recalled seeing the brand’s ads were significantly more likely to consider changing TV and Broadband providers within the next six months. They also went on to talk to others about the brand and to investigate the brand themselves online.
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