ford 2012 summary
TRANSCRIPT
Ford 6-Sheet Campaign
August 2012
Key Campaign information
Environment/Panels Key Campaign Objective
Other Media
1,600 6-sheet panels
Illustrate how increased frequency of exposure to 6-sheets can drive search and purchase
Other Information
Respondent segmentation:
Group 1: No check ins (did not see poster)Group 2: Fewest number of check ins Group 3: Highest number of check ins
The campaign was clearly understood and drove brand positivity
69%feel they completely understood the key message of the poster
2 in 3respondents are more positive towards Ford as a result of seeing the posters
Source: Ford 6-Sheet Research; OnDevice Research; August 2012
Increased frequency delivers increased understanding of key campaign objectives
Source: Ford 6-Sheet Research; OnDevice Research; August 2012
Show they are affordable cars
Show new technology on offer
Show the cars are environmentally friendly
Show the cars are fuel efficient
Driving people to the website
Group 1 Group 3
0% 50%31%
41%
29%
33%
17%
19%
17%
21%
8%
19%
Greater frequency enhances consumer perceptions of Ford
Source: Ford 6-Sheet Research; OnDevice Research; August 2012
Affordable
Accessible
Confident
Safe
Creative
Advanced
Increased frequency drives intention to visit the Ford website
Source: Ford 6-Sheet Research; OnDevice Research; August 2012
+214%more likely than those with no
check ins to intend to visit the website
Group 3 are
Increased frequency has led to increased brand consideration
Source: Ford 6-Sheet Research; OnDevice Research; August 2012
Consider buying a Ford
Group 1
Group 2
Group 3 38%
29%
26%
Summary
• The campaign message was clearly understood
• 6-sheets drove positivity towards a highly established brand
• Increased frequency positively impacts on all metrics, most notably, driving search and purchase
Want to f ind out more?
Contact the JC Decaux research team to find out how the campaign performed across other metrics including brand knowledge and favourability