Red Spotted Hanky launches their brand

As a new brand entering the mature market of online train ticket sales, Redspottedhanky.com needed to cut through against established competitors with deeper pockets.

Key Statistics

  • ITV tailored a TV campaign for the target audience of ABC1s
  • 0 and 10 sec spots were launched in the central region followed by spots being launched in Granada, Yorkshire and Tyne Tees in September– November
  • Registrations were up 96%

The Challenge 

As a new brand entering the mature market of online train ticket sales, Redspottedhanky.com needed to cut through against established competitors with deeper pockets such as TheTrainline, Virgin and CrossCountry trains in order to drive ROI through ticket sales.

The Insight

The Central region was chosen as the ideal test region for launch as it had large commuter rail hubs and was most representative of the national population.

The Idea 

To maximise reach and awareness of the Red Spotted Hanky’s USPs, (no booking/ credit card fees combined with loyalty points to be used for future bookings) ITV tailored a TV campaign focusing on key appointment to view programmes for the target audience of ABC1s. 

In February 2011, 30 and 10 sec spots were launched in the central region (ITV1 Central, 420 tvrs) with great success. This was followed by spots being launched in Granada, Yorkshire and Tyne Tees in September– November.

The Results 

A massive uplift in new registrations of 96% and an even bigger increase in weekly transactions of 135%. Brand and category searches more than doubled during the duration of the TV campaign, demonstrating the effectiveness.

The effect of the campaign in the central region lasted well beyond the month it was on-air. Estimates show that weekly registrations in the Central region stayed above the non-TV region ‘base’ level for up to a year following the campaign. Following the success of the central region, the campaign then rolled out to three more ITV regions and saw a further uplift of 89% in weekly transactions in those regions. To top it off, redspottedhanky.com went national in 2012.

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    Increase in weekly transactions in central region
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    Increase in new registrations in central region