Bus ads improved the brand perceptions of a fashion retailer


The Challenge

A successful high street fashion retailer, wanted to raise brand awareness and drive footfall to stores in key cities throughout the UK.

The Execution

In 2015, the fashion retailer ran an Out of Home advertising campaign to amplify the TV advertising that was also running for the brand. The Out of Home campaign could be seen in London Underground stations, on buses, as well as, in shopping malls.

In order to capture the effectiveness of this campaign, we measured campaign metrics, in association with Dipsticks Research. The sample consisted of 800 female respondents aged between 18-39 years.

Test Sample: 37.5% London, 37.5% key Urban cities

Control Sample: 25% other UK cities

The Results

Increase in the frequency of buses seen has a significant impact on recall of the fashion retailer’s ads. Respondents who recalled the bus ads were also significantly more likely to feel positively towards the brand and agree that the fashion retailer offers a great range of clothes.

Fashion retailer 2 - graph showing likelihood to buy

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Drives awareness

67% of those who recalled the bus ads agree that these ads caught their attention

Improving perceptions

Over half (51%) of those who recalled the bus ad agreed that it made them feel more positive towards the brand

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