Train Advertising
Market Research
The case studies featured below show survey data taken from TRACE* our campaign monitoring service. Just click on the links to see results from campaigns for:
Swiftcover.com
Swiftcover, the online insurance division of AXA Global, ran a heavyweight traincard campaign over 4 weeks in October 2007 to raise the profile of the brand among affluent commuters and stimulate consideration of Swiftcover.com for car insurance.
The 10,000 panel campaign ran on trains throughout London and the South East.
Some of the key findings from TRACE*, our campaign monitoring service, were:
- 15% of all passengers spontaneously recalled seeing advertising for an insurance company on trains, with 72% of these people mentioning it was for Swiftcover.com
- When prompted, over half (55%) of all passengers remembered seeing the Swiftcover advertising on trains, with 69% of these people saying they had seen it 'a few times'
- 31% were familiar with the advertising having also seen it elsewhere, particularly on TV
- 85% of those surveyed said the advertising was "clear and easy to understand"
- Over 70% thought the advertising was "original" and "informative"
- 24% agreed the advertising "makes me more likely to consider using Swiftcover.com"
- Over two thirds (69%) of passengers did not recall seeing advertising for Swiftcover anywhere else
Jumper
Twentieth Century Fox chose traincards in support of an integrated campaign to raise awareness and drive footfall at the box office for the feature film 'Jumper' - a story based around a genetic anomaly which allows a young man to teleport himself anywhere.
The 2 week campaign ran on 6,000 panels in January 2008 and aimed to boost attendances at showings of the film.
Some of the key findings from TRACE*, our campaign monitoring service, were:
- 14% of all passengers spontaneously recalled seeing advertising for films on trains, with 84% of these people mentioning it was for Jumper
- When prompted, 60% of passengers remembered seeing the Jumper advertising on trains, with 45% of these people saying they had seen it 'a few times'
- 29% were familiar with the advertising having also seen it elsewhere
- 72% of those surveyed said the advertising was "clear and easy to understand"
- 53% thought the advertising was "informative"
- 52% believed the advertising was well-targeted and "aimed at people like me"
- 44% agreed the advertising "makes me more likely to consider seeing the film Jumper"
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"
*Traincard Research and Campaign Evaluation.