Bus ads amplified the chocolate bar brand campaign, working on complimenting both Social Media and Radio

#IncreasingPurchaseLikelihood

The Challenge

The household brand wanted to raise awareness of its new chocolate bar, and ultimately drive consideration and purchase of their new product. 

The Execution

In October 2015, a household brand ran a Bus advertising campaign to raise national awareness of their new chocolate bar.
 
In order to capture the effectiveness of this campaign, we measured campaign metrics, in association with Dipsticks Research. The sample consisted of 750 women aged:

25-34: 20%, 35-44: 40%, 45-54: 40%
Test Sample: London / Key urban cities
Control Sample: Rest of UK

To measure the full effect of this campaign, we also looked at social media users and radio listeners, according to the brand’s media schedule.

The Results

Bus advertising worked to complement Radio and Social Media, resulting in a significant uplift in prompted brand awareness and purchase consideration. 

This was significantly higher among those exposed to Bus advertising as well as the other mediums, vs. those who were only exposed to Radio and/ or Social Media advertising. 

Chocolate bar graph

Related case studies 

Please click on the link below to see other related case studies: 

The Bus ads increased consideration to buy the chocolate bar in the next month 


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Information

Results

Frequency

56% of test respondents that recalled the advertising saw it at least once a week


Call to action

40% of those who purchased in-store bought the chocolate bar for themselves or someone else - vs. 11% of those who didn’t recall

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