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Bus ads generated positive perceptions and drove people to search for the show online

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

Perceptions of the West End Musical significantly improved when London (Live/ Visit) respondents recalled seeing any of the recent Bus ads. In turn, this had a significant impact on actions taken towards the show.

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Ad recall

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

Drove theatre audience

25% of those who recalled the ads price compared tickets for the West End Musical (vs. 7% that did not recall)