Coca-Cola The Power of Bus Product Relaunch in Teens

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1 Less Likely 2% Coca-Cola The Power of Bus Product Relaunch in Teens 50% Campaign objectives In 2013 Coca-Cola ran a Bus campaign for the re-launch of Vanilla Coke. Post campaign research was carried out in association with Dipsticks using a sample of teens (14-19yrs). Campaign results Brand perceptions of Vanilla Coke are more positive for those who saw the bus advertising 63% I would serve at home to my family No Effect 35% All Teens Teens Bus Ad Seen 67% 69% 57% 59% 51% 46% 39% 36% Makes good times even better Is great tasting Can be drunk as part of a balanced diet Is premium quality Brand equity across 26 statements for all teens = 47% vs. teens who saw the bus ad = 55%. D/K 3% More Likely 60% 48% Over four fifths of teens responded in some way to the bus adverts. Any response: all teens = 58% vs. teens who saw bus ad = 82% 71% Taken note that Vanilla Coke is now back on sale in shops The Bus campaign drove Vanilla Coke consideration: 60% of teens state they are more likely to consider buying Vanilla Coke after seeing the bus advertising. Would this bus advert make you more or less likely to consider drinking / buying for yourself or family Vanilla Coke in the future? 24% 41% Talked to someone about Vanilla Coke All Teens 30% 17% Bought a Vanilla Coke Teens Saw Bus Ad 12% 7% 4% 8% Searched online for Vanilla Coke or similar Gone to the Vanilla Coke Facebook Page The Bus campaign drove Vanilla Coke consideration: 60% of teens state they are more likely to consider buying Vanilla Coke after seeing the bus advertising. Over four fifths of teens responded in some way to the Bus advert. Recognition and conversations around the return of Vanilla Coke are the main actions taken. Dipsticks Research 1019 online interviews

2 Admiral Driving Brand and Ad Awareness with Bus Lower Rears 100% 80% 60% 40% 20% 0% In October 2011, Admiral ran a Lower Rear campaign in Scotland as part of a multi-media campaign. The campaign objectives were to drive sales, aid brand recall and improve brand perception. The Bus campaign was selected to target the potential MultiCar customer whilst they were on the move and exposed to the advertising. 68% 42% 37% 30% TV Ad Bus Ad Press Ad Radio Ad Over half (54%) of respondents who recalled the Bus advertising were likely to consider Admiral in the future. Ad recall for the Bus campaign was second highest after recall for the TV campaign, with over two fifths of respondents recalling seeing the Bus ads. The campaign had a positive impact on opinions of the brand. Those who recalled the campaign were much more favourable towards the brand. Over half of those who recalled the Bus advertising were likely to consider Admiral in the future. Source: Dipsticks

3 Compassion in World Farming Bus drives PR and increases donations Compassion in World Farming s objective was to highlight the resurgence in live exports from this country, and across the world. With no real budget to broadcast their message they were overwhelmed when they were announced winners in the National Category of The Big Bus Challenge. This gave them the ability to stand out as an organisation and for their message to be seen across the UK. Bus gave CIWF the opportunity to generate PR in a way that could not have otherwise been reached. Joanna Lumley unveiled the charity s national advertising campaign on a Routemaster Bus in London s Trafalgar Square with the strapline They can t ring the bell when they want to get off. They claimed their winning campaign in January and February 2012, running 2 bursts which consisted of London Central (Gold) T-Sides, Mega Rears in London and Manchester, and Supersides in key urban areas across the UK, making it a truly national campaign. Key results Over 200,000 worth of press coverage Drove more than 2,750 donations Winning a national bus campaign in the Exterion Media Big Bus Challenge gave us a fantastic tool to leverage media coverage with. Our launch event on the first day of the adverts in Trafalgar Square attracted extensive national and regional media attention, with an estimated reach of 28 million people. Jon Bennett - Media Manager, Compassion in World Farming

4 Sony Pictures Maximising impact and exposure ahead of new releases Sony Pictures UK has had a long standing relationship with Exterion Media. They favour Bus advertising because it is the perfect platform to communicate and engage with their target audience. The sheer size of Bus means they gain maximum impact and exposure in a short space of time, perfect to fill seats for opening weekends which are so vital to the film industry. Supersides and T-Sides have proven to be effective in creating mass awareness of Sony Pictures UK films, which has prompted various rebookings, including such blockbusters as The Green Hornet and The Karate Kid. In March they booked 2550 Supersides for the film Battle LA. a speed of coverage and frequency which is essential in the days leading up to our opening weekends. We find that we are able to create an unmissable impact through the variety of site types and the audiences that they reach. Bus is fundamentally great at creating mass exposure and awareness and this is why we have continued to utilise bus advertising across the full range of our releases. Stuart Williams - Deputy Managing Director & Marketing Director, Sony Pictures UK Bus advertising provides us with

5 LOCOG Why Bus advertising works The objective of this campaign was to encourage 70,000 volunteers to go online and sign up to become Games Makers for the 2012 Olympics Games. LOCOG wanted to reach into the hearts of communities and decided this was best achieved using Bus advertising, given the fact that it offered them high coverage of a massive audience with huge standout on the UK s high streets. The campaign was a massive success. Outside of London the campaign dominated the sides of buses, and featured on a combination of Streetliners, Rears, and Passenger Panels. According to Nielson, overall awareness of the 2012 volunteer programme increased by 289% across the country. LOCOG were astounded to receive nearly a quarter of a million applicants as a result of the campaign, far exceeding their expectations. A successful 2012 Games heavily relies on our ability to engage with global and local communities creating more than simple awareness but that sense of inclusivity and ownership of the biggest sporting event in the world. This is why our partnership with Exterion Media is so important. Their media s ability to penetrate right to the heart of communities across the country is critical as evidenced by the huge success of the campaign to recruit volunteers. Greg Nugent - Marketing Director, LOCOG