BRAND DIRECT RESPONSE CASE STUDY CAMPAIGN BACKGROUND BRAND

BRAND DIRECT RESPONSE CASE STUDY

CAMPAIGN BACKGROUND BRAND DIRECT RESPONSE CASE STUDY

MEDIA PLAN AND CAMPAIGN LAYOUT Oct 9 th Oct 23 rd Liverpool St Motion 4 WEEKS Rail Transvisions 4 WEEKS Rail D 6 s 4 WEEKS Paid Search, Display, Social & Retargeting Nov 6 th ALWAYS ON Nov 20 th

MEDIA PLAN AND CAMPAIGN LAYOUT Motion Transvision D 6 Blackfriars Stn 1 10 68 Cannon Street Stn 1 7 Total Digital Screens Charing Cross Stn 1 7 City Thameslink Stn Euston Stn 1 Fenchurch Street Stn 1 Kings Cross Stn 2 Total All Adults Impressions 1 Limehouse Stn Liverpool Street Stn 11 26, 788, 000 4 2 London Bridge Stn 2 St Pancras Stn 2 Victoria Stn 2 Waterloo Stn 2 11 c. 80% Average ABC 1 Audience

METHODOLOGY Campaign 09/10/2017 – 05/11/2017 Sample 300 Pre 200 Post ABC 1 s Regular rail commuters who commute at least 3 times a week through one of the target stations Questionnaire Online Research Provider Research. Bods

AWARENESS FAMILIARITY CONSIDERATION PURCHASE LOYALTY WISE ALPHA OOH AND THE BRAND FUNNEL

AWARENESS +52% BRAND AWARENESS FAMILIARITY +63% AD AWARENESS CONSIDERATION +120% ONLINE SESSIONS PURCHASE +240% LOYALTY ONLINE NEW USERS

AWARENESS 1 in 3 AD RECALL FAMILIARITY +38% “EASY TO USE” CONSIDERATION +18% “TRUSTWORTHY” PURCHASE +27% LOYALTY “I KNOW ALL ABOUT WISE ALPHA”

AWARENESS +7% CONSIDERATION FAMILIARITY CONSIDERATION +210% ONLINE ACCOUNT CREATIONS 98% PURCHASE LOYALTY OF AD RECALLERS ACTED IN SOME WAY

AWARENESS +100% ONLINE TRANSACTIONS DURING CAMPAIGN FAMILIARITY +310% CONSIDERATION PURCHASE LOYALTY ONLINE TRANSACTIONS POST-CAMPAIGN

AWARENESS +4% AVERAGE NPS SCORE FAMILIARITY +12% “STABLE” CONSIDERATION PURCHASE LOYALTY

OVERALL LEARNINGS • • Strong ad recall – 1 in 3 – and respondents understood the ad messaging well • • Consideration saw a 7% uplift Brand Awareness rose by 52% and Ad Awareness rose by 63% pre to post OOH was well attributed – up 35% pre to post Key Wise Alpha brand perceptions were driven by the advertising, and the post group had a greater understanding of what the brand offering involves Recommendation also went up, with Wise Alpha’s NPS score improving by 4% Nearly all post respondents acted as a result of seeing the campaign – 98% Wise Alpha stats show that Online Sessions, New Users, Account Creations and Debit Card Funds all saw a significant uplift across all channels – Direct and Search

BRAND DIRECT RESPONSE CASE STUDY