National Bus campaign helps drive consideration and improve brand perceptions

The Challenge

This tyre service provider wanted a campaign to increase unprompted brand awareness and drive new customers in store and online.

The Execution

In 2015, the tyre service provider ran a 5 week, medium weight advertising campaign on buses in both Manchester and Birmingham. This was supported by 20” tactical and brand radio spots, 10” sponsorship credits and A3 washroom posters.

In order to capture the effectiveness of this campaign, we measured campaign metrics, in association with Dipsticks Research. The sample consisted of 600 respondents all aged between 35-65 years.

60% males

40% females

Test Sample: live or work in Manchester or Birmingham

Control Sample: Rest of UK, not visited Test cities within the past month.

The Results

Those exposed to the tyre service provider campaign on buses have a more positive perception of the brand. It is also clear that the medium stands out to the target audience.

Tyre service provider 1- graph

Related case studies 

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Bus advertising improves the likelihood for consumers to use this tyre service provider 

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Improving perceptions

45% of those who recall the bus ads agree that the tyre service provide stocks a good range of tyres, and 34% believe that they are an expert in their field

Driving search

1 in 10 who recalled the bus ads wanted to search online for the tyre service provider

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