Fidelity ran a Traincard campaign over 4 weeks in March 2011 to extend the reach of their ooh schedule and promote their ISA products before the tax deadline.
The 6,000 panel campaign ran on trains throughout London and the South East.
- 18% of all passengers spontaneously recall noticing advertising for financial products on the train. Of these respondents, 34% are able to recall it was advertising for Fidelity.
- When shown the advertising for Fidelity, 56% of train passengers recognise having seen it on the trains.
- The advertising is seen as being clear & easy to understand (90%), noticeable (96%) and informative
- Most importantly, this research shows 31% of respondents say it makes them more likely to consider purchasing a Fidelity ISA