In August 2008, LV= ran a 4 week campaign using National Lower Rears having previously advertised on TV throughout the year. Research was carried out with drivers aged 25+ across GB who were responsible for their car insurance to assess the effectiveness of the Bus activity
Some of the key findings were:
- The combined TV and Bus campaign for LV= reached a massive 74% of all drivers aged 25+. Bus added a significant 14% incremental cover onto the TV campaign
- Not only did Bus add extra coverage, but drivers who saw the advertising on both mediums engaged most with the overall LV= campaign
- Drivers who saw both the TV and Bus adverts were much more likely to have heard of LV= as a brand of car insurance (80% compared to TV only of 72%) and were also more likely to state they had seen advertising for LV= (68% compared to 59%)
- Drivers clearly believed Buses are a good place to advertise car insurance whilst adding memorability and stature to a TV campaign. However most significant is that consumers who saw both TV and Bus campaigns were more likely to believe LV= is a brand that is good value which they trust and would recommend to their friends and family
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