• BBC Three advertised the new comedy sketch show by Horne and Corden on Bus Supersides throughout GB in Feb/March 2009

• Bus Supersides were chosen particularly to reach the young 16-24 core target audience who spend a lot of time out and about and to add coverage to the BBC schedule

• The campaign aimed to get this audience excited about the show, make them laugh, and make them link the talent and humour of Horne and Corden with the BBC Three brand

• Dipsticks Research agency conducted over 300 online interviews with16-34 year olds to assess the impact of the bus campaign

Using bus to successfully promote TV programmes

83% 81% 80%

60% 58%

0%

20%

40%

60%

80%

100%

I am out and about a lot intown and so advertising on

buses is a good way ofreaching me

Seeing programmesadvertised on buses as wellas TV acts as a constantreminder to watch them

Buses are a good place toadvertise "Horne & Corden"

as the show is aimed atyoung people

Advertising on buses is quitequirky and so fits well with a

comedy programme like"Horne & Corden"

Advertising programmes onbuses as well as TV

demonstrates the show islikely to be worth watchingas it has investment into it

BBC TV & Bus Ad Seen (142 respondents)

Young consumers believe that advertising programmes on buses is a good way to reach

them - it demonstrates that the show has investment put into it and acts as a constant

reminder to watch the show

The Bus Supersides campaign achieved excellent coverage with over half (51%) of 16-34 having seen the advertising

Those who saw advertising on both bus and BBC schedules were most likely to watch the show

26% of all respondents said that they had either watched/recorded an episode of Horne & Corden. The figure amongst those who had seen a BBC advert was 32%, whilst those that had seen both bus and BBC adverts was significantly higher at 38% (see above left). This clearly proves that a bus campaign adds significant value to a BBC only schedule.

Q: Have you watched any episodes of Horne & Corden?

Consumers responded to the bus advertQ: When you saw this advert for Horne & Corden on buses, how did you respond to it?

2%

9%

9%

22%

50%

27%

33%I did not do anything

I posted a commentonline

I googled/searched for"Horne & Corden"

Went to bbc.co.uk tofind out more on show

Talked to friends/ familyabout show

Made a mental note towatch show

It made me think aboutthe show

26%

24%

22%

20%

12%

8%

10%

6%

Bus & BBC adseen

BBC ad seen

Bus ad seen

All respondentsYes

Recorded it andwill watch later

67%

Respondedd to bus advert

Dipsticks Research: Online interviews with 16-34 year olds across GBSample : 306 post interviews (208 with 16-24yr & 98 with 25-34yr)

The bus advert was clearly popular amongst young consumers (top chart) and a massive two thirds stated they had responded to it in some way – whether this be a reminder to watch the show or going online to find out more (above right)

Creating desirability and purchase on the high street

In October 2008, Nestle ran a campaign for Aero bubbles using TV and Bus Supersides. The creative on both mediums was focused on creating desirability for the product. The TV campaign specifically aimed to cut through in a crowded confectionary marketplace, whilst Bus was used to help give the campaign a “blockbuster feel” as well as creating desire amongst consumers close to point of sale (see graph on next page)

52

51

0 10 20 30 40 50 60

TV

Bus

More likely to try Aero bubbles

Q: Having seen this Bus/TV advert for Aero bubbles, do you think it makes you more likely to consider trying Aero bubbles?

Over half the core audience stated that both the Bus & TV adverts made them more likely to consider trying Aero bubbles (see right)

%

77 73 7158

0

20

40

60

80

100

Buses are a good place toadvertise chocolate snacks as

you often see it when out &about at various times of day so

can act on it impulsively

Seeing Aero bubbles advertisedon buses as well as TV makes

the brand more memorable

Seeing Aero bubbles advertisingon buses as well as TV adds

stature to the overall campaign

You see bus advertising whenyou are out and about/on the

high street and it tempts you togo and buy/try Aero bubbles

Consumers believed that advertising Aero bubbles on Bus as well as TV gave the campaign a “blockbuster feel” and acted as a prompt to purchase on the high street

Pre and post research was carried out with 16-34 year old

“social impulsives” with a female bias*

% a

gre

e

Research & Campaign details:Dipsticks Research – Pre: 584 online interviews (30th Sept -5th Oct) & Post: 1035 online interviews (19th -30th Oct) – London & GB key cities*Target audience: 16-34 year olds who travel into town 3+ times a week for work, shopping, socialising (70% female/30% male) Media: 2,550 National Supersides & TV campaign: 450 TVRs October

%

% a

gre

e 51

67

0

10

20

30

40

50

60

70

Only TV ad seen (post) TV & Bus ad seen (post)

Agree creates desire

23

40

20

36

0

10

20

30

40

50

Only TV ad seen (post) TV & Bus ad seen (post)

Milk chocolate Aero bubbles Mint Aero Bubbles

Q: To what extent do you agree or disagree the advertising for Aero bubbles creates desire?

Q: Have you tried Aero bubbles in the last 3 months?

Not only did the campaign create desire, but consumers who saw the advertising were more likely to have actually tried both varieties of Aero bubbles in the last 3 months. Those who saw the adverts on both Bus & TV were the most likely to have tried Aero bubbles (see right)

The outdoor & TV campaign clearly created desire for Aero bubbles. This was especially the case amongst those who saw the ad on both mediums (see left)