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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.

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Presentation on theme: "Ford 6-Sheet Campaign August 2012. Key Campaign information Environment/Panels Key Campaign Objective Other Media 1,600 6-sheet panels Illustrate how."— Presentation transcript:

1 Ford 6-Sheet Campaign August 2012

2 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

3 The campaign was clearly understood and drove brand positivity 69% feel they completely understood the key message of the poster 2 in 3 respondents are more positive towards Ford as a result of seeing the posters Source: Ford 6-Sheet Research; OnDevice Research; August 2012

4 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%

5 Greater frequency enhances consumer perceptions of Ford Source: Ford 6-Sheet Research; OnDevice Research; August 2012 Affordable Accessible Confident Safe Creative Advanced

6 Increased frequency drives intention to visit the Ford website Source: Ford 6-Sheet Research; OnDevice Research; August % more likely than those with no check ins to intend to visit the website Group 3 are

7 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%

8 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

9 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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