The airport coach company, Flygbussarna, found that they were needing to revamp their digital marketing efforts and test out new approaches where they could learn as they work. They took up Match2One’s services, seeking to use the platform’s detailed and open reporting whilst seamlessly control their campaigns in real time. Focusing on the affordability of their shuttle rides, their ads have brought in an astounding ROI of 800% and sold thousands of tickets.
As the official coach service to and from Sweden’s main airports, Flygbussarna has been offering comfortable and convenient transfers for almost 30 years. The company places a strong emphasis on sustainability, and has their fleet of vehicles all running on biofuel as part of their efforts to contribute to a better environment. They are also continuously working to reduce their fuel consumption through their honorable “Smart Driving” initiative.
Away from the roads, Flygbussarna felt that they were lacking control over their digital marketing, and were finding it difficult to analyze and act on monthly reports. They wanted a better understanding of what their investments generated in actual revenue. In addition to this, they were looking for a system where they could make quick decisions and easily generate ads to be shown to existing and potential customers online. So they chose Match2One, looking to fully utilise the platform’s performance and transparent reporting, whilst managing their advertising campaigns in real time.
They set ambitious goals to increase sales and help build their brand awareness across Sweden, with a CPA (Cost Per Acquisition) target for a conversion on their website to be below $1.50 USD.
The idea behind their ads was to remind people of the existence of Flygbussarna and what an affordable travel experience it provides. According to their research, the majority of people have their expectations exceeded with the comfort and experience on the buses, with most first time riders converting into return customers. They used this feedback from various surveys as inspiration for their creatives, making sure that these selling points translated into their banners. In the Match2One Creative Studio they created all of their ads from scratch, featuring the clear CTA of “Always cheapest online.” – emphasising their service as the cheapest mode of public transport to and from airports. After just a couple of days, Flygbussarna had already put the finishing touches on their first batch of banners and had got the ball rolling on their first campaign.
As the results came in, the company was able to see in real time which of their ads and call-to-actions were triggering the most ticket sales. From a quick look at the ad performance reports, they learned that their thinner ad sizes worked the best, with the 728×90 format producing over 300 conversions alone.
In terms of content, images of the bus’ exterior and interior shots with customers were the most successful. In order to scale up their results, Flygbussarna seamlessly updated their banners within the Match2One Creative Studio, re-designing their ads and applying them in different sizes.
Since the start of April 2018, their combined retargeting and prospecting campaign has generated over 63 million views, resulting in thousands of shuttle tickets sold. Their total sales saw an uplift of 7% in just 30 days. Flygbussarna’s extensive testing of their ad creatives has definitely made the campaign one of the most successful to have run through the Match2One platform yet!