Boots:A review of the Boots DualDefence Traincard campaign

Dates Research details

In-touch train travellers have seen the campaign, and they’ve seen it a lot…

36% recalled seeing the Traincards in situ on the train… …of those, 35% had seen the campaign ‘quite a lot’

Bases: all respondents (600)/ those who recall seeing the advertising (216)

Advertising drives consideration

Base: all respondents (600)

- Agreement: made me more likelyto consider Boots Dual Defence

The advertising made me more likely to consider

Boots Dual Defence:

38%

5th November –2nd December 2018Conducted by Dipsticks, 600 online

respondents, w/c 26th November, 2018

Bases: Recalled Traincards(216)/All Respondents (600)/Did not recall Traincards(384)

“Did you do anything as a result of seeing anyadvertising for Boots Dual Defence?”

Traincard recall directlycorrelates to subsequent action

All RespondentsRecalledTraincards

Not recalledTraincards

Yes -researched

online

29%

16%

8%

Yes -spoke to someone

23%

10%

3%

22%

12%

7%

Yes -bought/used

the brand

Base: All Respondents (600)/ Re-contacts -Recall Traincard AND agree ‘more likely to consider’ (103)

Please can you tell us if you did any of the following as a result of seeingthe advertising for Boots Dual Defence in the last two weeks?

Recalling the Traincards in situ makes consumers more likelyto respond – even after the campaign has finished

And in summary…

Any action 74%

Only 26% did nothing

Yes – researched the brand online

Re-contacts51%

All Resp.12%

Yes – bought/used the brand

Re-contacts32%

All Resp.10%

Yes – spoke to someone about the brand

Re-contacts22%

All Resp.15%

Recognition: 36% ofrespondents recalled the

Traincard campaign

Driving action: whenrecontacted, 74% of

respondents had takensome positive action as a result

of seeing the Traincard,including 32% who had

actually purchasedthe product

Correct brand positioning: half of all respondents

said the one key message they took from the ad was that the product protects

against cold and flu

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