New News

x

Title

New News

Advertiser:

Ford

Year:

2007

Source:

EYE Corp

Product Category:

Auto & Auto Services

OOH Format:

Outdoor, Street Furniture

Country:

Australia

Objective:

Convince consumers that Ford has a range of small cars to suit their image and personality

Target Group:

New car buyers 18+

Strategy and Media Used:

Create relevant images to relevant places for small cars to convince key targets that Ford has a car they would love to own. Street Furniture – Roadside, Shopping Centres and Tertiary Institutions Television, Print, Radio, Cinema & Online Research conducted by the Nielsen Company online Three waves of n=300 respondents, new car buyers aged 18+ years based on “intention to buy or lease a new vehicle within the next two years”.

Results:

The street furniture component was the only media to significantly grow its’ advertising awareness, with recall increasing by 50% from Wave 1 to Wave 3. Likelihood to find out more about Ford grew significantly from Wave 1 (26%) to Wave 3 (44%) Consideration higher among respondents who recalled the street furniture campaign (64%) compared to those who didn’t (39%) In wave 3 the Street Furniture campaign delivered 8% unique recall and 19% frequency in combination with the TVC. 37% of 18-24 year-olds recalled the street furniture advertising. 18-24 year olds were most likely to seek information about Ford in the future (51%)