Vitabiotics - Wellwoman

Vitabiotics, one of the largest producers of vitamins and minerals in the UK, ran a campaign at the end of April 2011 for 2 weeks to raise the profile of the brand among affluent commuters, especially women.

The 3,000 panel campaign ran on trains throughout London and the South East.

Key Findings:

• 27% of all passengers spontaneously recall noticing advertising for vitamin companies on the train, of these responses, 70% are able to recall it was advertising for Vitabiotics.
• When shown the advertising for Vitabiotics 54% of train passengers recognise having seen it on the trains, 30% above average.
• When shown the advert 69% of people asked said they had seen the ad. This is the highest score we have had and is well above the norm of 54% for other 2 week campaigns
• The advertising is seen as being noticeable (96%), clear and easy to understand (89%) and informative (87%).