Objectives

The primary objective of the campaign was to:

- Raise awareness of Shan's recipe mix range in major cities, targeting specific diverse communities to match Shan Foods cuisines. 

Strategy and Execution

To create a high impact campaign, providing coverage across the targeted regions we deployed bus supersides, which are unmissable, attention-grabbing adverts on the pedestrian side of the bus. This position ensures both pedestrians and motorists are exposed to the message. Raised above the hustle and bustle of the street, the 20 foot banner provides a unique opportunity to talk directly to audiences.

Using geographical insight combined with our experience of how bus can build a brand, we selected depots which we knew serve the communities we were looking to communicate with. By focusing on surrounding towns of major cities like Manchester and London we were able to create campaigns which delivered high impacts and frequencies to the customers most interested in our product, whilst ensuring we would have a presence within the cosmopolitan areas. Buses take your message to the public, and by being strategic with our choices we were able to create significant coverage in major cities whilst simultaneously targeting our primary audience. 

The strategy included:

- Bus Supersides, targeting London, Manchester, Bradford with focus on diverse towns and boroughs such as Oldham, Bolton, West Ham and Croydon