In August 2021 a new campaign was launched using Bus Passenger Panels to recruit new members to the online research community, work.shop.play.

The purpose of the campaign was two-fold. In addition to recruiting new community members, the campaign also aimed to provide greater insight into bus advertising’s ability to drive audiences online and evaluate bus journey patterns during recovery from the Coronavirus pandemic as audiences adapt to life in this ‘next normal’.

The campaign ran for 4 weeks and was deliberately timed to coincide with the end of summer holidays, the return of schools and as more people returned to the workplace. This was also when bus services returned to their pre-pandemic timetables.

Summary of key findings:

BUS ADVERTISING DRIVES INCREASES IN WEBSITE ACTIVITY

83% more unique visitors to www.workshopplay.ie during the campaign period evidencing the efficacy of bus advertising in connecting offline to online.

EXPOSURE TO BUS PASSENGER PANELS COMBINED WITH DWELL-TIME TO IGNITE ACTION

91% more new member sign-ups during the campaign period with Bus Passenger Panels delivering key information in a high dwell-time environment which saw conversion rates double.

WEEKDAY ACTIVITY ABOVE AVERAGE EVIDENCING THE RETURN OF HABITUAL BUS JOURNEYS

Visits and member sign ups were strongest on weekdays evidencing the return of habitual bus usage for journeys such as the commute and school run. Weekend levels were just below average likely due to less routine journeys and audience movements generally less habitual as they enjoy more free time.

Looking for even greater visibility? Think outside the bus!

Whilst this case study reports the findings of audiences acting after seeing advertising inside a bus, those same buses play host to highly visible and impactful advertising formats on their exteriors too!

Buses are back on the road, operating pre-pandemic timetables and services. They are ready to take your brand to the masses outside of their homes in this ‘next normal’.

For a copy of the case study or for more information on bus advertising, please reach out to a member of our team for more information.