Bus ads drove visits to a convenient supermarket's stores


The Challenge

Due to increasing pressure from competitor retailers, the convenience supermarket are hoping to reinforce the brand’s position as the best convenience retailer in the marketplace, catering for spontaneous summer moments. 

The Execution

In August 2015, the convenience supermarket ran a high impact bus campaign (on Supersides and Streetliners) to reinforce the brand’s convenience positioning. 
In order to capture the effectiveness of this campaign, we measured campaign metrics, in association with Dipsticks Research. The sample consisted of 900 respondents.
50% male and 50% female
Primary audience: 16-34yrs and Secondary audience: 55+yrs

Test Sample: Southampton, Bristol, Leeds, Liverpool, Manchester, Glasgow & Sheffield
Control Sample: Rest of UK, no recent visits to test areas

The Results

Those who recalled seeing the bus ads were significantly more likely to have improved perceptions of the brand and to have recently visited one of their stores.

Convenience supermarket graph

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50% of Test respondents who recalled the bus ad saw it at least once a week

Drives action

1 in 4 agreed that bus advertising prompted them to do things when they were on the high street

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