Unilever - Sure Women

Unilever chose traincards in support of an integrated campaign to raise awareness and drive sales for the deodorant Sure Women. The 2 week campaign ran on 10,000 panels in April 2009.

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

• 20% of all passengers spontaneously recall noticing advertising for deodorants on the train and the vast majority of these people (71%) mention Sure.
• 28% recall the advertising when prompted with the name, Sure Women.
• When shown the advertising for Sure Women, 56% of train passengers recall having seen it on the trains. Two-thirds of these people believe they’ve seen it at least ‘a few times’.
• There is some perceived familiarity about the advertising as 54% of train travellers feel they have seen it elsewhere, primarily as a tube poster.
• The advertising is seen as being clear & easy to understand (89%) and with a high proportion of female train travellers saying it is aimed at people like them (82%), it not surprising that a similar proportion say it is noticeable (84%) and a large majority find it informative (75%).
• 46% feel it makes them more likely to consider using Sure Women.