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The LEDs achieved high coverage and created an innovative ‘shop window’ promoting lastminute.com’s changing Christmas gifts and daily updates of their latest holiday offers – all in tune with lastminute.com’s innovative image

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lastminute.com LED Bus

lastminute.com launched a 13 week innovative Bus LED campaign on 25 Buses in late Nov 2005. The campaign objectives were to select a media in keeping with the brand’s image as an innovator

Some of the key findings were:

  • 1/3 adults 18-55 spontaneously named lastminute.com as an online travel agent and the figure was much higher (56%) amongst those who saw the LED advertising
  • Almost half of adults 18-55 saw the advertising which was extremely high considering only 25 Buses had the LED advertising on them
  • The advertising led to product consideration (highest amongst younger age groups) 
  • 83% of those who saw the LED ad rated it as “very/quite good” and almost 9/10 who saw it stated it was “noticeable” and “clearly branded”
  • 69% of those who saw the LED advertising stated it portrayed lastminute.com as an innovative brand
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