You Can't Miss a Bus

Why people like Bus ads

Robert Quayle Bus looks at how consumers see Buses and the advertising on them, and their 'mindsets’ while out and about. It is qualitative, being based on focus-group discussions, and is very rich in detail and psychological insights. Here’s what we found:

Bus ads get noticed

• Buses go where people go, whether they are shopping, travelling to work, in cars or other Buses
  
• Bus ads are noticeable because they are moving
  
• You can not turn off or zap Bus ads – they are part of the landscape
  
• You can’t miss a Bus

Bus ads change behaviour

• Bus ads are close to point of sale – both in time and space:
• People notice Bus ads just before going into a shop, bar or cinema
• Bus ads remind people of the TV advertising for the same brand: it triggers memories and reinforces brand values
• Buses offer broadcast branding on the High Street

Bus ads change attitudes

Values linked to Buses are transferred on to the brand in the ad:

• Buses are ‘for everyone’, they don’t exclude anyone
• Buses are part of the local environment
• Buses can look fresh and modern, and are well respected
• Buses are at the heart of the local community
• Buses boost the ‘for me’ feeling

Study conducted by Robert Quayle Qualitative Research, in 1998
4 focus groups of 12 people each