Comparethemarket.com ran a campaign between February 2008 to April 2008 on Tube 48 sheets, Tube Car Panels and Ticket Gateways, they also used National Rail.
Some of the key findings were:
- Pre to post spontaneous awareness of comparethemarket.com as an “insurance comparison website” increased significantly from 22% to 32%
- If we single out those who saw the Underground or rail advertising then almost half spontaneously mentioned comparethemarket.com
- 83% of frequent Tube users (3+ times a week) saw the campaign
- 25% of all those who saw the ad claimed to be more likely to visit the website as a result of the advertising
- The creative received positive reviews, particularly in terms of being noticeable and well branded
- In general the campaign was most successful amongst Men, 25-34’s and ABC1s
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