In June 2005 PriceRunner.co.uk, the price comparison website, ran a Tube Car Panel campaign. Research was carried out on 18-64 year old internet users living or working in London.
Some of the key findings were:
- Both spontaneous and prompted awareness of the website increased significantly following the PriceRunner TCP campaign
- Spontaneous awareness increased from 7% to 16% after the TCP activity
- Prompted awareness increased more than threefold from only 7% before the campaign to 24% after the TCP activity
- The number of people who claimed to use PriceRunner more than doubled following the campaign
- Campaign coverage was high with a third of all adults claiming to have seen the PriceRunner TCP advertising
- An important insight discovered from the research was that consumers wanted the advertising to give more detailed information regarding PriceRunners values and the service they provide – the multiple creative messages on TCPs were therefore a great way to do this
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