National OOH campaign drives online traffic and consideration to purchase
This online takeaway provider aim to dominate the online takeaway market. There are a number of competitors growing their share within the market so the online takeaway provider created an ad campaign to drive awareness, increase sales online and consideration to purchase.
Between Oct-Nov 2014 the online takeaway provider ran a campaign using national Bus interiors, London Underground (tube station & TCPs) & train interiors.
In order to measure the effectiveness of this campaign, we measured campaign metrics, in association with Dipsticks Research. The sample consisted of 75% 18-44 year olds, 50% of whom were aged 18-34, to reflect the target audience.
Test areas included London (n = 300), other urban cities (n = 400) & a control group of (n = 300) selected from the rest of the UK.
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The results show that awareness and propensity to use the online takeaway provider is higher in test areas and significantly higher for frequent public transport users – across the UK – than the control group.
Those exposed to OOH campaign are more likely to search online for the online takeaway provider