Ford 6-Sheet Campaign August 2012
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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 find out more?
Contact the JC Decaux research team to find out how the campaign performed across other metrics including brand knowledge and favourability
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