Driving sales

Increasing sales is far from being the only reason that brands advertise on television, but it’s an important one. And TV can certainly produce a measurable impact on the bottom line, as these examples show.

Arriva Trains Wales chose to undertake a regional TV advertising campaign on ITV1 Wales in support of its fare promotion Club55. The campaign aim was to target the 55+ market by offering a reduced ticket cost for this age group. It was decided that ITV1 could offer airtime that would target this market perfectly. Find out more.

ebay and ITV worked together and used a unique technology to upload products from the site in real time. One of the examples was a Welsh rugby shirt which was shown in the half time break for Wales v Australia. The campagin was a great success and helped uplift sales. Click to read more

Furniture retailer Harveys used its fully integrated sponsorship of Coronation Street to trial new interactive vouchering technology. The 13-day trial was a great success: 30% of viewers who requested a voucher went on to redeem it in one of Harveys’ stores. Click here to read more.

Low-cost airline bmibaby wanted to be able to offer potential customers information about flight availability, new routes and late offers at short notice. ITV proposed using new technology which enables TV ads to be edited seconds before transmission, conveying up-to-the-minute data ‘as live’. Click here to read more.

In June 2007, the Liberty Stadium in Swansea was due to stage its first rock concert, with The Who as headliners. Despite an initial advertising campaign using local radio, press and outdoor, ticket sales were sluggish, but a 10-day campaign on ITV1 Wales prompted a huge response. Click here to read more.