Olbas Powerflu

Herbal medicine supplier GR Lanes chose traincards in support of an integrated campaign to raise awareness of their first product in the cold and flu remedy sector, Olbas Powerflu.

The 2 week campaign ran on 6,000 panels in November 2007 and aimed to encourage switching behaviour among existing Olbas users and competitive brand purchasers.

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

• 15% of all passengers spontaneously recalled seeing advertising for cold and flu remedies on trains, with 87% of these people mentioning it was for Olbas Powerflu
• When prompted, 46% of passengers remembered seeing the Olbas Powerflu advertising on trains, with 39% of these people saying they had seen it 'a few times'
• 25% were familiar with the advertising having also seen it elsewhere
• 90% of those surveyed said the advertising was "clear and easy to understand"
• 82% thought the advertising was "informative"
• 63% believed the advertising was well-targeted and "aimed at people like me"
• 44% agreed the advertising "makes me more likely to consider using Olbas Powerflu"