David McManus / 3rd August 2018

He who shouts loudest

Public transport advertising offers the potential to reach out to London’s diverse population of over 8 million, as well as visitors from all corners of the globe. With an audience of this magnitude, brands must understand the strategy, benefits and how to measure the results of public transport advertising.


Strategy: What to consider?


Whilst targeted advertising and producing compelling messaging are of importance, the 
core individuality and memorability can lie within its carefully selected colour palette. A brand’s choice of colour is a significant element that reinforces both its personality, and the qualities of the products and/or services it offers.

Applying the right colour can have a psychological impact on consumers. Viewing particular colours can alter human emotions and therefore the mood of potential customers, improving the probability of brand engagement.


Benefits: Why use public transport advertising?


Frequency – Those who routinely use a certain method of transport are subjected to the same adverts every day. For example, taking the same bus to work means exposure to the same advert approximately 40 times a month.

Geographic Selectivity – Transport advertising provides an opportunity to reach a select segment of the population. Advertising in a certain region will target people of specific ethnic backgrounds or demographic characteristics.

 

Analysis: How do I measure results?


Analytics Using analytics to track keywords is the first way to track public transport advertising. It’s not guaranteed that the consumer will fully absorb the ad (especially at the speed of London taxis) – but searches like ‘new Straightedge bus ad’ or ‘limited time Straightedge tube offer’ will imply that these searches are a direct result of your ad.

Social Media – Another way of tracking public transport advertisement is adding a hashtag that is unique to your advert. Searching for this hashtag will gain direct insight into who is looking for your brand.


Examples


Pretty Little Thing

 

Pretty Little Thing has flooded the market with a memorable colour strategy that grabs the audiences attention. The brand uses bright pink to stand out from any other advertisements on the high street. From Trams in Birmingham, to Taxis in London and Buses in Manchester, ‘PLT’ have successfully established themselves to a wider audience nationwide.

The brand has also extended the reach of their campaign by incorporating influencers. Celebrities and social media stars are often found exiting these taxis (surrounded by paparazzi) which results in further engagement.

 

Chiquito

 

300 cabs and five London buses will feature Chiquita banana designs in a major drive to build awareness of the brand. Chiquita uses bright yellow to grab the attention of Londoners. Impressively, the human eye processes yellow before any other colour.

This isn’t the first time that Chiquita has used public transport to engage audiences. Last years “Just Smile” campaign reached more than 47 million consumers, and the brand will be looking for similar results this year.

 

NOW: Pensions

 

Last year Straightedge partnered with NOW: Pensions to define the brand values and tone of voice. The outcome of this brand evolution resulted in public advertisement, to raise the awareness of the revitalised brand. Part of that exposure was the application of branded design to a Taxi and, utilising the impactful bright green, engaged with members of the public all across London.

We’re now helping them achieve their business objectives and ‘drive’ their multi-channel marketing and communications strategy, delivering a range of consumer and co-branded sports sponsorship campaigns using traditional, digital and social channels.

With a calculated strategy, your brand can stand out from the crowd with successful public transport advertising.

By implementing a precise strategy, brands can stand out from the crowd and achieve the benefits of public transport advertising.