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Borders and Books etc’s 4 Sheet campaign demonstrated that Tube advertising is the right communication channel for advertising book releases and raising awareness of High Street retailers

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Borders and Books etc. 4 Sheets

In December 2003 pre and post research was conducted to assess the impact of Borders and Books etc pre-Christmas 4 Sheet campaign.

Key objectives were:

  • To measure awareness of Borders and Books etc
  • To identify which media advertising is attributed to
  • To investigate whether Tube advertising is a good place to advertise book releases

    Some of the key findings were:

    • The Tube campaign pushed Borders and Books etc front of mind: Spontaneous awareness of Borders/Books etc. shifted significantly from 40% pre to 57% post whilst that of competitors remained constant
    • Ad recall shifted more for Borders and Books etc. than for all other book retailers with nearly all respondents who recognised the creative attributing it to the Tube (81%)
    • Over half of frequent Tube users remembered seeing the Borders/Books etc. 4 sheet campaign
    • Three quarters of Christmas book purchasers agreed Tube ads are a good way of finding out about book releases
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