Out of all media used, posters / Transvision received the highest visually prompted attribution scores with an average of 80%
What O2 wanted to achieve
O2 wanted a constant presence in the rail environment, using a long-term hold to target the hard to reach rail commuter and become part of their daily schedule over the course of a year.
A variety of formats were selected to talk to different consumer types and continuously drive frequency to help ‘drown out’ competitors and establish O2 as the ‘first choice’ within the telecoms sector.
Integrated Solution
The dynamism and technology of Titan’s Transvision screens reflected the status of O2 and the innovation of its services. As a result the screens elevated its brand status in comparison to its competitors, positioning O2 front of mind. The flexibility of the screens meant that O2 were able to update their ads on a regular basis whilst the editorial content engaged with the audience.
Highlights elevated the corporate appeal of the brand, generating interest from the business commuter
6 sheets brought the messages closer to the consumers’ immediate vicinity, and closer to the point of sale opportunities
4 sheets’ prevalence on platforms delivered even greater frequency and penetration into the everyday lives of O2’s core audience.
Research Objectives
To track both the brand saliency and product awareness generated by the poster holding. But also to build an understanding of creative best practice, audience consumption and the campaign’s effect on brand perception.
Key findings:
Awareness built cumulatively across each research wave as commuters became more familiar with the ads and the brand attributes. Visually aided recall rose significantly from 54% in July to an incredible 91% in November –reaching almost saturation point.
Even though O2 were spending less than half of their competitors marketing spends, 02’s ad awareness was always above its competitors for each of its bursts.
Posters/Transvision was the hardest working part of the campaign – on average 80% of respondents attributed to seeing the adverts on this medium (visually prompted). This is a great result showing that rail made a real impact on its audience
The research also highlighted some interesting facts about Transvision in particular:
• the importance of editorial content to the consumer with 54% respondents saying they would be less likely to watch the screen if there was no news or sports content
• that engaging creative is as important to Transvision as to all media – with over 45% of respondents stating that they would usually glance at the screen to see what it was showing and if the advertising or content was interesting enough would then watch it
• there is a trade-off between consistent creative style and individual product messages – sometimes the dominant O2 style served to mask the product message
• message relevance and appeal is king. In a sector recognised for it’s promotions, an attractive commercial message can create 4 x recall of a more generic brand statement
• the Transvision audience can be divided into two groups: ‘in a rush’ and ‘in less of a rush’. The first group spends an average time of 46 seconds viewing the screen (once engaged) whilst the latter group usually watches for an average of over 2 minutes
• that Transvision screens add real kudos to a campaign. Respondents perceived Transvision advertising as high-tech, dynamic, prestigious and featuring mainly fashionable products
Summary
This campaign shows how consistency of media, consistency of creative, and synergy across the campaign helped build awareness and strong, positive perceptions of the brand and some product offerings. Through this constant presence, people began to expect to see O2 advertising. Titan’s Transvision screens were key in the campaign, displaying existing TV artwork in helping to reinforce other format activity. As a result, there were high levels of awareness within the competitive telecoms market.