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% 56% Post – All Extra Ad Recognition 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” 63%* “Yes” 76%* “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 PreDuring +15% Post +8% Wrigley’ s Extra Range (4SKUs)

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