If people are taking about your ads then it’s “working”. there was a bus ad that ran a few months ago all over the TTC. About a product called Obay.

So, it was similar to your project. How did they measure it? Well, TTc got a number of calls asking who was the company advertising this? Second, discussion was rampant on online discussion boards (are they still called this?) regarding this unique advert.

I guess the question remains whether or not this is effective in driving “sales”. Some companies create unique phone numbers, emails, websites or codes which are tied to specific advertising campaigns as well.

Hope this helps!!

KK