Key Campaign information Environment/Panels Key Campaign Objectives 121 Rail 48 Sheets + Transvision +12 Roadside 48’s Increase awareness of Google’s new product – Google Voice Search for Mobile Drive searches for Google Voice Search for Mobile Other Information Solus OOH Campaign Campaign also ran on underground and in taxis Research testing effect of the rail element of the campaign amongst regular rail users
Outdoor campaign drove Google advertising awareness Source: Opinium 2011 Which, if any, of the following brands have you seen or heard advertising for while travelling? This could be e.g. an advert you saw on your way to work, an advert you heard on the radio while driving etc. 31% 15-34 +16% Smart phone users +19% Advertising Awareness
Creative clearly cut through amongst audience – in particular key mobile audience 51% of respondents recognised the poster 15-34 = +22% more likely Smart phone = +22% more likely Source: Opinium 2011. Have you seen (a) poster in the last 4 weeks?
Source: Opinium 2011 Thinking about the Google advert/s you have just seen, please rate the extent to which you agree or disagree with the statements shown below The dynamic creative drove interest towards the product
Rail campaign also drove perceptions of Google advertising Source: Opinium 2011 how accurate are each of the following in describing the Google voice search application advertising campaign Innovative Premium Passionate Confident Trustworthy Modern Exciting Relevant
The solus outdoor campaign was highly effective at driving online search Beginning of uplift coincided with the beginning of the Outdoor campaign and continued to rise throughout Source: Google Insights for Search
Summary The dynamic nature of the creative helped the campaign achieve a high level of cut through amongst the rail audience It also led to improved perceptions towards the brand and the product The solus outdoor campaign was successful at driving search for one of the worlds most famous brands
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