National Rail ads increase action taken towards the online train ticket service in the past two weeks


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 National Rail ads were significantly more likely to agree they made them feel more positive about the online train ticket service.

Online train ticket service 4 - graph

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Driving action

9 in 10 that recalled the ads felt it made them want to take action towards the online train ticket service

Improving perceptions

60% of those that recalled the advertising liked the ad

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