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Multiple formats in Manchester drive future interaction for 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

The Bus and Landmark ads in Manchester had a strong impact among those in the city. The campaign worked to build brand awareness, and drive future consideration and interaction with the car finance company among those in the local area.

Car finance company - image 2
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Information

Results

Ad recall

70% of respondents who have visited Manchester Victoria in the last fortnight recalled the car finance company Landmark ad in the station


Driving consideration

59% of respondents in Manchester who recalled the OOH campaign will consider the car finance company in the next few months