T-sides prompt those living in and visiting London to see a West End Musical


The Challenge

The West End Musical hoped to understand and improve perceptions of the musical, to help drive consideration of the show among both new and existing audiences

The Execution

The West End Musical consistently uses London Buses to drive awareness of the musical. This particular campaign was a 6 month ‘Always On’ campaign on London Buses which ran between 2015 & 2016. This consisted of Bus (T-side and Superside formats) and some London Underground formats. In order to capture the effectiveness of this campaign, we measured campaign metrics over a two week period, in association with Dipsticks Research. The sample consisted of 1,000 respondents:

All aged between 25-65 years, 50:50 gender split
SEG: 40% AB and 60% C1C2DE
50% homeowners and 50% renters

Test Sample: 50% who live in London and 30% who visit/work in London at least three times a week
Control Sample: who live elsewhere in the UK

The Results

The recent Bus ads worked to drive consideration to go and see the show among both Londoners, and visitors to London. As well as driving consideration, the recent Bus ads also drove action towards the musical. 


Related case studies

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

Bus campaign resonates with theatre goers, as results prove synergy with the London audience 

An ‘Always On’ Bus campaign increased consideration and drove action towards a West End Musical 

Bus ads drove people to search for the show online 

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Ad recall

59% of all London (Live/ Visit) respondents recalled at least one of the Bus ads

Drove theater goers

Over 2 in 5 London respondents who recalled the Bus ads would consider going to see the musical in the next six months

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