Build continuous brand presence
The strategic opportunity was to make BIC visible across two distinct transit environments while maintaining consistent delivery during a 62-day campaign.
BIC × DOCU2DATAOne brand.
One brand.
Two networks.
A 62-day campaign linking Lagos bus and Blue Line train audiences through continuous digital-screen delivery and a unified performance view.
399,004combined ad plays reported
128active screens: 100 bus + 28 train
1.725Mcombined estimated gross exposures
42.5%reported brand recall
CHALLENGE → LEARNING
Consistency built across
two commuter contexts.
Routine creates repeat exposure
Regular commuters return to the same routes. Continuous daily playback—especially around peak periods—turns a single placement into repeated brand reinforcement.
Bus scale plus rail consistency
One hundred bus screens carried the campaign across multiple Lagos corridors. All 28 Blue Line screens extended the message along Marina, National Theatre, Iganmu, Alaba and Mile 2.
Integrated reporting strengthens the story
When bus and train delivery are measured separately and read together, the brand can see both the scale of the network and the discipline of execution.
REPORTED RESULTS
Playback, exposure and recall.
The figures below are taken from the supplied BIC bus and train campaign reports.
337,740 plays
100 of 100 screens active, 1,094:55:40 exposure time, 53,500 reported average weekday reach and 1,475,000 estimated cumulative exposures.
61,264 plays
28 of 28 screens active, 565:10:45 exposure time, 12,500 reported average weekday reach and 250,000 estimated cumulative exposures.
42.5% recall
Both reports state that 42.5% of surveyed commuters identified BIC as a daily campaign. Reported audience split: 49% male and 51% female.
Estimated reach and cumulative exposure represent gross opportunities to see, not unique people. Combined figures add the separately reported bus and train results.
PROOF OF PERFORMANCE
Verified in the environment.
Campaign reports included dated, location-stamped proof images from both networks, alongside playback and operational records.
Evidence source: BIC bus and train campaign reports supplied by Docu2Data. The strategic framing on this page is an interpretation of the reported delivery data.
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