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Ad recall leads to increased future consideration and interaction with a car finance company

The Execution

During the first quarter of 2017, a multi-format OOH campaign for a car finance company ran across Exterion Media platforms in Birmingham, Glasgow, Manchester and Edinburgh:

Bus Rears
Bus interiors
Manchester Victoria Station

In order to capture the effectiveness of this campaign, we measured campaign metrics in association with Dipsticks Research. The sample consisted of 2,600 respondents:

2,000 nationally representative
600 boost targeting key cities outside of London

Boost sample: respondents who work, live in or visit at least x3 a week  - Birmingham, Manchester, Glasgow or Edinburgh.

Nat Rep sample: nationally representative of age, gender, location and SEG.

The Results

Results show a high level of recall among respondents in the target cities, with ad recall working to increase likelihood to consider the brand, and future interaction with the car finance company.

Car Finance Company - image 1
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Information

Results

Ad recall

51% of respondents looking to buy a new car in the next year recalled the car finance company ads on Bus rears


Driving action

67% of those who recalled the OOH campaign are likely to interact with the car finance company in the future