Ford 6-Sheet Campaign August 2012. Key Campaign information Environment/Panels Key Campaign...
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Transcript of Ford 6-Sheet Campaign August 2012. Key Campaign information Environment/Panels Key Campaign...
![Page 1: Ford 6-Sheet Campaign August 2012. Key Campaign information Environment/Panels Key Campaign Objective Other Media 1,600 6-sheet panels Illustrate how.](https://reader036.fdocuments.us/reader036/viewer/2022062511/551bc51c550346b4588b4d23/html5/thumbnails/1.jpg)
Ford 6-Sheet Campaign
August 2012
![Page 2: Ford 6-Sheet Campaign August 2012. Key Campaign information Environment/Panels Key Campaign Objective Other Media 1,600 6-sheet panels Illustrate how.](https://reader036.fdocuments.us/reader036/viewer/2022062511/551bc51c550346b4588b4d23/html5/thumbnails/2.jpg)
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
![Page 3: Ford 6-Sheet Campaign August 2012. Key Campaign information Environment/Panels Key Campaign Objective Other Media 1,600 6-sheet panels Illustrate how.](https://reader036.fdocuments.us/reader036/viewer/2022062511/551bc51c550346b4588b4d23/html5/thumbnails/3.jpg)
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
![Page 4: Ford 6-Sheet Campaign August 2012. Key Campaign information Environment/Panels Key Campaign Objective Other Media 1,600 6-sheet panels Illustrate how.](https://reader036.fdocuments.us/reader036/viewer/2022062511/551bc51c550346b4588b4d23/html5/thumbnails/4.jpg)
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%
![Page 5: Ford 6-Sheet Campaign August 2012. Key Campaign information Environment/Panels Key Campaign Objective Other Media 1,600 6-sheet panels Illustrate how.](https://reader036.fdocuments.us/reader036/viewer/2022062511/551bc51c550346b4588b4d23/html5/thumbnails/5.jpg)
Greater frequency enhances consumer perceptions of Ford
Source: Ford 6-Sheet Research; OnDevice Research; August 2012
Affordable
Accessible
Confident
Safe
Creative
Advanced
![Page 6: Ford 6-Sheet Campaign August 2012. Key Campaign information Environment/Panels Key Campaign Objective Other Media 1,600 6-sheet panels Illustrate how.](https://reader036.fdocuments.us/reader036/viewer/2022062511/551bc51c550346b4588b4d23/html5/thumbnails/6.jpg)
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
![Page 7: Ford 6-Sheet Campaign August 2012. Key Campaign information Environment/Panels Key Campaign Objective Other Media 1,600 6-sheet panels Illustrate how.](https://reader036.fdocuments.us/reader036/viewer/2022062511/551bc51c550346b4588b4d23/html5/thumbnails/7.jpg)
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%
![Page 8: Ford 6-Sheet Campaign August 2012. Key Campaign information Environment/Panels Key Campaign Objective Other Media 1,600 6-sheet panels Illustrate how.](https://reader036.fdocuments.us/reader036/viewer/2022062511/551bc51c550346b4588b4d23/html5/thumbnails/8.jpg)
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
![Page 9: Ford 6-Sheet Campaign August 2012. Key Campaign information Environment/Panels Key Campaign Objective Other Media 1,600 6-sheet panels Illustrate how.](https://reader036.fdocuments.us/reader036/viewer/2022062511/551bc51c550346b4588b4d23/html5/thumbnails/9.jpg)
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