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New Bus Passenger Panel campaign for work.shop.play. reveals a return to habitual bus usage

bus passenger panels case study

In August 2021 a new campaign was launched using Bus Passenger Panels to recruit new members to the online research community, work.shop.play. 

 

The purpose of the campaign was two-fold. In addition to recruiting new community members, the campaign also aimed to provide greater insight into bus advertising’s ability to drive audiences online and evaluate bus journey patterns during recovery from the Coronavirus pandemic as audiences adapt to life in this ‘next normal’. 

 

The campaign ran for 4 weeks and was deliberately timed to coincide with the end of summer holidays, the return of schools and as more people returned to the workplace. This was also when bus services returned to their pre-pandemic timetables. 

 

Summary of key findings:

 

BUS ADVERTISING DRIVES INCREASES IN WEBSITE ACTIVITY

 

83% more unique visitors to www.workshopplay.ie during the campaign period evidencing the efficacy of bus advertising in connecting offline to online.

 

EXPOSURE TO BUS PASSENGER PANELS COMBINED WITH DWELL-TIME TO IGNITE ACTION

 

91% more new member sign-ups during the campaign period with Bus Passenger Panels delivering key information in a high dwell-time environment which saw conversion rates double.

 

WEEKDAY ACTIVITY ABOVE AVERAGE EVIDENCING THE RETURN OF HABITUAL BUS JOURNEYS

 

Visits and member sign ups were strongest on weekdays evidencing the return of habitual bus usage for journeys such as the commute and school run. Weekend levels were just below average likely due to less routine journeys and audience movements generally less habitual as they enjoy more free time.

 

For more findings from this study you can download a copy of the case study here.

 

Looking for even greater visibility? Think outside the bus! 

bus advertising belfast

 

Whilst this case study reports the findings of audiences acting after seeing advertising inside a bus, those same buses play host to highly visible and impactful advertising formats on their exteriors too! 

 

Buses are back on the road, operating pre-pandemic timetables and services. They are ready to take your brand to the masses outside of their homes in this ‘next normal’.

 

To find out more about how bus advertising can work for you, please get in touch with us – we’d love to hear from you.

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