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