Karen Millen currently have two very striking bus wraps running simultaneously in Paris and London. Following the success of their 2013 campaign which saw a sales uplift as a result of bus liveries, the brand have continued to invest in the format. Planned through Cream, Posterscope and PSI, the activity has targeted the London and Paris fashion week audiences and will continue to target routes in proximity to relevant art exhibitions such as the David Bailey Stardust exhibition at the National Portrait Gallery.
More than 2.3 billion bus journeys a year are made in London. And what better use of these ten-foot-high mobile red beasts than advertising? A far cry from the digital innovations we’re usually writing about, but bus ads continue to have a reach and frequency that make them a compelling part of the mix.
Towering creative and the ability to target specific areas with tailored messages are inherent in your double-decker. Bus ads can deliver messages into the heart of the community and get people talking (just ask Garry Lace).
By way of a reality check, last year, buses carried around £100 million-worth of ads – more than double that spent on Twitter. Film and entertainment brands have long known about the power of bus advertising, spending more than £35 million last year. Similarly, high-street retailers are drawn to its proximity to point of sale in both time and space, and find buses a true leader for driving impulse purchases (think food, drinks, magazines and clothes).
Far from downmarket, TGI data shows 65 per cent of ABC1s in the UK have seen bus ads in the past week, and this rises to 74 per cent in London. As anyone at the new Exterion Media (that’s CBS Outdoor to you) will remind you, buses present the opportunity to reach the most connected urban audience in the country.
To attract more people to take the bus, the public transit system in Aberdeen, Scotland placed augmented reality technology on the backs of the bus seats allowing passengers to view interactive videos when they scan the trigger with their smart devices. The on-board entertainment systems were first placed on First Aberdeen buses, which feature free Wi-Fi.
To stream the channel of interactive videos, passengers need to first download the free First Scotland augmented reality app from Google Play or the App Store and then scan the trigger with their smart devices.
The interactive video channel include videos containing interviews with staff, information about the services, movie trailers or schedules. Passengers can also buy movie tickets through the channel or just surf the internet.