In October 2008, Nestle ran a campaign for Aero bubbles using TV and Bus Supersides. Creating advertising cut through and raising brand awareness in the crowded confectionary marketplace was vital, along with promoting the benefits and slogan of the product “Have you felt the bubbles melt?”
Pre and post research was carried out with 16-34 year old “social impulsives” with a female bias
Some of the key findings were:
- Consumers clearly felt that the Bus campaign added memorability and stature to the TV advertising as well as a prompt to purchase on the high street
- 72% of consumers who saw the TV campaign also saw the Bus adverts. The Bus Supersides also added significant incremental cover of 11% on the overall campaign
- Consumers who saw the Aero bubbles advertising on both mediums, as opposed to TV only, had the highest levels of spontaneous brand awareness
- Consumers who saw both the Bus and TV creatives were also the most likely to recall the slogan for Aero bubbles
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