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Moneybarn partnered with i-media to fuel brand awareness and drive finance applications through a nationwide OOH campaign. By activating across more than 100 Motorway Service Areas (MSAs) during peak travel moments, the brand maximised visibility with motorists in highly relevant environments. The campaign achieved standout recall and consideration, with performance strong enough to secure renewal for a fourth consecutive year.
36%
ad recall
45%
likely to choose or consider Moneybarn
42%
interested in investigating Moneybarn
The Challenge
Moneybarn, a long-standing i-media client, wanted to increase brand awareness and boost finance applications by connecting with motorists while in or around their vehicles. Initially scoped for 50 venues with static artwork, the challenge was to build a campaign with enough scale and variety to capture attention and influence decision-making in a competitive market.
The Solution
To amplify impact, the campaign was run during the key travel MSA moments including February Half Term, Easter Holidays, and the August Bank Holiday. Further the campaign was also expanded across more than 100 MSA locations nationwide.
Advertising was strategically positioned at high-footfall touchpoints such as site entry, main thoroughfares, and washrooms, supported by a mix of static, digital 6 and full-motion Nexus displays.
With 71% of motorists visiting MSAs and being twice as likely to purchase a car within 12 months, Moneybarn’s message was correctly positioned and delivered to a receptive audience at a time when vehicles and finances were already front of mind.
The Results
Over the course of 14 weeks, the campaign reached more than 68 million motorists, with Moneybarn’s full-motion creatives playing over 45.6 million times. This scale drove standout results, with over a third of MSA visitors recalling the ads and one in three attributing them directly to Moneybarn.
Importantly, the campaign didn’t just drive awareness, it influenced behaviour. Nearly half of respondents said they were more likely to choose or consider Moneybarn, while 42% expressed interest in finding out more about its finance solutions.
The strength of these results led Moneybarn to renew their partnership with i-media for a fourth consecutive year, boosting investment by 187%, extending activity by nine months, and incorporating i-media’s ANPR data for even greater precision in 2024.
“Our UK-wide brand awareness survey showed that brand recall was up 3% on our previous comparable wave, and we’re seeing our approved applications up nearly 50% against forecast. i-media have been a crucial part of our growth.”
— Amelia Scholey, Brand Manager, Moneybarn
