Danone Actimel

Danone Actimel chose traincards in support of an integrated campaign to raise awareness and drive sales for the daily defence yoghurt drink Actimel. The 2 week campaign ran on 6,000 panels in November 2009.

Some of the key findings from TRACE, our campaign monitoring service were:

• 10% of all passengers spontaneously recall noticing advertising for probiotic yogurt drinks on the train and all of these (100%) mention Actimel.
• 21% recall the advertising when prompted with the name, Actimel.
• When shown the advertising for Actimel, 50% of train passengers recall having seen it on the trains. Just under half (47%) of these people believe they’ve seen it at least ‘a few times’.
• There is some perceived familiarity about the advertising as 56% of train travellers feel they have seen it elsewhere, primarily on the TV, and as a tube poster.
• The advertising is seen as being clear & easy to understand (90%), with a similar proportion of train travellers also saying it is noticeable (88%).
• These passengers also feel the advertising is aimed at people like them (66%), and is informative (64%).
• Most importantly, 30% feel it makes them more likely to consider buying Actimel and 31% cited “daily defence” as main message recall