Bus campaign drives consideration and improves brand perceptions for ATS Euromaster



The Challenge

ATS Euromaster wanted a campaign to increase unprompted brand awareness and drive new customers in store and online.

The Execution

In 2015, ATS Euromaster 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

The results showed that the ads had a positive impact on brand perceptions and that those who recalled the bus campaign were significantly more aware of ATS Euromaster, both as a vehicle servicing centre and a tyre replacement company.

“The use of bus rears as a way of talking to new and existing customers of ATS Euromaster is not a new idea but has become overlooked in recent years. Our return to this format has produced very positive results and will now continue to be included within our overall media plan”.

Keith Hendry - Head of Retail Marketing

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Improving perceptions

45% of those who recalled the bus ads agree that ATS Euromaster stocks a good range of tyres, and 34% believe that they are an expert in their field

Driving new customers

Over half of those who recalled the bus ads were more likely to use this tyre service provider in the future

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