Bus advertising amplifies effect of campaign, driving positivity and purchase consideration


The Challenge

The breakfast drinks company wanted to raise brand awareness in the UK, specifically amongst their key audiences. They also hoped to make it an aspirational product for teenagers.

The Execution

In 2015, the breakfast drinks company ran a bus advertising campaign to raise national awareness of a new product. The medium was supported by a wider media campaign across press, pre-roll video and radio.
In order to capture the effectiveness of this campaign, we measured campaign metrics, in association with Dipsticks Research. The sample consisted of 600 respondents.

All urban/suburban dwellers – 40% London, 45% key Urban cities, 15% elsewhere in the UK
Audience 1: 16-34 yr olds (60% 16-20yrs), 33% never/rarely eat breakfast, 33% eat breakfast at home, 33% eat breakfast on the go/elsewhere
Audience 2:  head of household females with children aged 12-20yrs living at home 

The Results

Ad recall significantly increases the likelihood to purchase the breakfast drink. There is also a positive shift in attitude towards the brand when ads are recalled, with those who saw the ad significantly likely to see the brand as cool and modern.

Breakfast drink multimedia

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Improved perceptions

2 in 5 describe the brand as cool and adventurous, whilst more than half see it as modern

Driving purchase

Nearly 1 in 5 who recalled the bus ads are likely to purchase the breakfast drink in the next month (vs. less than 1 in 10 who only recalled TV/radio)

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