Bus and London Underground amplify the effect of TV ads, improving ad awareness and consideration
The Broadband & TV Service Provider is 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 would enable them to continue challenging their competitors effectively.
In May 2015, the Broadband & TV Service Provider ran a high impact advertising campaign across London Underground (LU), Buses, TV and Press. 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
We also looked at heavy TV viewers, to find those most likely to have been exposed to the Broadband & TV Service Provider’s extensive TV ad campaign.
TV viewers who recalled the LU and Bus ads were more aware of the Broadband & TV Service Provider advertising, and also more likely to consider changing services in the next 6 months.
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