Ford
September 2011
Key Campaign information
Environment/Panels Key Campaign Objective
Other Media
575 6-sheet panels
Illustrate how 6-sheets can strengthen perceptions and deliver additional awareness over and above TV
Advertising AwarenessPosters strong at delivering advertising recall
Q9. You say you have seen some advertising for Ford recently, where do you remember seeing this particular advertising?Source: RedBlue Ford Research 2011
RecognitionThe 6-sheet campaign achieved strong cut through
Q13b. Have you seen any of these posters recently?Source: RedBlue Ford Research 2011
42%recall seeing
the Ford6-Sheets
RecognitionThe outdoor amplified the awareness achieved by the
TV campaign
Q13a. Have you seen this advert, or anything like it on television recently? / Q13b. Have you seen any of these posters recently?Source: RedBlue Ford Research 2011
Brand PerceptionsThe 6-sheet campaign successfully strengthened brand
perceptions
Q16. Using a scale of 1 – 10, where 1 is not at all accurate and 10 is very accurate, how accurate are each of the following in describing FordSource: RedBlue Ford Research 2011
Trustworthy
Innovative
Premium
Different
Passionate
Ambitious
Desirable
Confident
Forward thinking
Responsible
Successful
Modern
Car Buying and AdvertisingThe campaign has strengthened perceptions of what
6-sheets can deliver
Q12. Which of the following types of advertising do you think are successful at…?Source: RedBlue Ford Research 2011
Thinking about buying a car
Stage 1 Stage 2 Stage 3 Stage 4
Actively looking
In the final stages
Recently bought a car
Total: 12% Total: 14% Total: 6% Total: 3%
Aware: 19% Aware: 19% Total: 9% Total: 4%
+58% +36% +50%
Summary
• The campaign achieved strong cut through with out of home playing a significant part
• The 6-sheets amplified the campaign awareness achieved by the TV
• In line with objectives, the 6-sheets strengthened brand perceptions
Want to find out more?
Contact the JC Decaux research team to find out how the campaign performed across other metrics