wrigley’s extra february 2013. key campaign information environment key campaign objectives...
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Wrigley’s Extra
February 2013
Key Campaign information
Environment Key Campaign Objectives
Illustrate how the rail campaign can amplify brand awareness and strengthen perceptions
Illustrate the strength of a digital only campaign
Illustrate how the effective the rail environment is at targeting commuters, and driving to purchase
The digital campaign has strengthened advertising awareness
49% 61%
+25%Source: Research Now, “Q10 Which, if any, of the following brands of chewing gum have you seen advertised recently (i.e. within the last month)?”
Post
Pre
Posters key to the strong level of advertising awareness
61%61%
56%56%
Post – All Extra
Ad Recognition
41%41%OOH Aware
Source: Research Now, “Q10 Which, if any, of the following brands of chewing gum have you seen advertised recently (i.e. within the last month)?” + Ad Recognisers
Awareness of OOH having direct effect on purchase intentions
Has it has made you more likely to purchase the product?
“Yes”63%*
“Yes”76%*
Regular chewing gum buyers within stations
Source: Research Now, “Q14b You mentioned that you have seen this advertisement on a rail digital poster recently. What effect has this had on your purchasing intentions?” *percentage of Ad recognisers
Has it has made you more likely to purchase the product?
Digital poster’s delivering a clear and interesting message
Source: Research Now, Q12 “How well do you think each of the words below describe the brand EXTRA?” 7-10, Post + OOH = people who said they have seen Extra advertising on posters
+44%
+37%
+36%
+25%
+28%
+25%
+14%
+28%
+7%
+25%
+21%
Interesting
Clear
Cutting Edge
Exciting
Memorable
Trustworthy
Confident
Innovative
Leaders
Different
Attention Grabbing
Digital posters drove product sales both during and after the campaign
Source: IRi
Pre During+15%
Post +8%Wrigley’ s Extra Range (4SKUs)
3500
4000
4500
5000
5500
6000
6500
7000
7500
8000
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21Week
Sal
es U
plift
Ind
ex
Sales Uplift Index (Test) Sales Uplift Index (Control)
Summary
•Increased awareness of the brand and their advertising driven by the rail campaign
•Brand positivity strengthened across the board, in particular in relation to statements corresponding with the digital format such as “clear” and “innovative”
•The rail campaign was very successful at driving product sales both during and after the campaign
Want to find out more?
Contact the JC Decaux research team to find out how the campaign performed across other metrics