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In September 2021 we ran a long copy member recruitment campaign for our work.shop.play. online research community. In addition to recruiting new members, the campaign sought to provide greater insight into bus usage during recovery from the Coronavirus pandemic and as audiences adapt to life in this ‘next normal’. The campaign coordinated with bus services returning to pre-pandemic service levels.

More useful resources: Bus benefits  |  Bus formats  |  Costs & pricing

download the study

During recovery from the pandemic we put our own media to the test! We launched a long-copy style campaign onboard buses across Belfast and Northern Ireland to recruit new members to our own online research community.

Tracking all metrics including site visits, unique users and new member joins evidenced just how effective this high dwell time environment is for call-to-action campaigns.

Download the case study here.

we found that

bus advertising drives increases in website activity

bus advertising drives increases in website activity

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

exposure combined with dwell time ignites action

exposure combined with dwell time ignites 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 the conversion rate double.

Weekday activity reveals a return of habitual bus journeys

Weekday activity reveals a return of habitual bus journeys

19% of unique visits to workshopplay.ie were on a Wednesday (versus an average of 14%). Member sign-ups were also strongest on weekdays and peaked midweek on Wednesdays.

bus advertising

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

Available in every postcode, town and city across Northern Ireland, bus advertising can take your brand to the masses as they make journeys outside of their homes.

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download the full study

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Global's insight tools and audience research are used to better understand audiences and in turn, drive maximum value and increased relevance for advertisers and brands.

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With a provincewide presence right across Northern Ireland, Global's outdoor estate reaches audiences in the heart of local communities as they go about their day.

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