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  • Online train ticket provide - case study stat 1

OOH ads increase consideration to buy train tickets from the online train ticket service in the next month

The Challenge

The online train ticket service hoped to change the habit of a lifetime and persuade consumers to buy train tickets via the company’s mobile app or website instead of directly at train stations.

The Execution

In November 2015, the online train ticket service ran an Out of Home advertising campaign which consisted of London Underground, Bus, and National Rail formats.

In order to capture the effectiveness of this campaign, we measured campaign metrics, in association with Dipsticks Research. The sample consisted of 750 respondents:

50% Young People – 18-29 years old – never married or in full time education

50% Midlife Families – 30-54 years old – must have at least one child

Test Sample: London

Control Sample: Rest of the UK

The Results

Perceptions of the online train ticket service brand improved significantly when London respondents recalled seeing any ad, and there was an increase  in those who recalled the ads purchasing tickets online.

Online train ticket provider - graph

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Ad recall

Three quarters of all London respondents recalled at least one of the ads

Driving action

96% of London respondents who recalled all three ads took action towards the online train ticket service