Bus ads drive action towards an online train ticket service


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

Those who recalled seeing the Bus ads were significantly more likely to feel  more positive about the online train ticket service, and to want to find out more about the brand.

Online train ticket service 3 - graph

Related case studies 

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

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

LU ads increase action taken towards online train ticket service

National Rail ads increase action taken towards an online train ticket service 

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Drove purchase

50% of those who recalled the bus ads felt it made them want to buy tickets from using this service

Ad recall

66% of those that recalled the advertising saw it at least once a week

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