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CASE STUDY: Orange's Successful National T-Side Bus Campaign

Provided by Exterion Media
Orange's utilisation of a national T-Side bus campaign successfully delivered the needs of its marketing objectives.

What was the Challenge / Background of the Campaign?

Orange is a big mobile network service provider launched in April 1994. Its aim is to be the number one provider in mobile communications. It has over 17 million UK customers and a presence in 166 countries. They wanted to build awareness of the Orange broadband offer and encourage users from rival networks to switch. The challenge was to make an impact: get as many people to see the advert as possible, be aware of the campaign and what's on offer. There was an anticipation of the chosen method of advertising to deliver results to meet the campaign objectives. Find out more...

What was the Campaign Objective?

The method chosen was to advertise a "T-side" campaign on red buses for London in order to build brand awareness. THE RESULTS: When asked to name Broadband Internet Service Providers there was a significant increase after the campaign - from 7% to 16%. 69% who saw the ad thought it was 'clearly branded' & 65% believed it was 'noticeable'. 45% of adults thought it was a good idea for their mobile service network providers to be the same as their ISP. THE CONCLUSION: "...bus and tube advertising captures the attention of early adopters & raises awareness of new offerings."

BudgetReach & FrequencyTarget AudienceMedia Used
Contact for detailsMillions of commuters exposed to regular bus advertising
35 - 44
45 - 54
55 - 64
All adults
Both
All
ABC1
C2
OUTDOOR / TRANSIT MEDIA
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
LondonAll YearBUILD AWARENESS
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