The marketing objectives were differentiation and being Top Of Mind during the end of the year Results More than 80 liked the campaign High recall amp attribution amongst the core target Massmedia creative use of OOH ID: 670463
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Slide1
Background.
Coca-Cola wanted to launch an OOH campaign to be original & to reach their core target.
The marketing objectives were differentiation and being Top Of Mind during the end of the year.
Results.
More than 80% liked the campaign
High recall & attribution amongst the core targetMass-media + creative use of OOH.Clever/appropriate use of environments for reaching specific target audiences of “actives” & young people.
Coca-Cola Drinks, Belgium
Idea
.
An OOH campaign to reach the core target in an original way.
An
innovative
campaign
for Coca-Cola in
Railway
Stations & Tube
reinforced
by mass media in the 5 main centres.
Fully wrapped ceiling & wall in metro stations Louise, De
Brouckère
, Porte de Namur & Arts-
Loi
.
Big poster in the central hall of Brussels train stations.
80 panels
including
More
O’Ferrall
36m² in Brussels,
Antwerp
,
Ghent
, Charleroi & Liège.Slide2
Coverage
Brussels
Media agency
Universal Media
Creative
agency
Pinkeye
Specialist agency
Outdoor Services
Environment & formatsTransitNumber of faces80 MOF 36m² + fully wrapped ceiling& wall Tube + 12m² poster in stationsTarget audience12-44 year oldsAudience figures/Research(Reach, Frequency)55% spontaneous recallHigh level of attribution: 85%Date & Duration2011 - 3 weeks
“To stay a dynamic, young & innovative brand, you have to differentiate yourself and this out-of-the-box campaign has enabled us to achieve this goal and to bring happiness!”Yves de Voeght, Coca-Cola Media Manager Belgium & Luxembourg.
Media - Share
of
spendOutdoor 19%TV 67%Internet 9%Cinema 6%OOH spend €360,000
Coca-Cola Campaign details
Source: MDB MediaXim
2 months after the campaign finished spontaneous recall levels remained very high
55% spontaneous recall85% attributionSlide3
Background.
The overall objective was to increase
Chloé
perfume’s brand awareness and sales during the Christmas shopping period.Results.
32% recall for women under 35 years old85%+ liked the campaign and associated it with the brand’s core values, i.e. femininity, luxury and modernity.
Coty, Chloé PerfumeCosmetics & Personal care, France
Idea.The campaign consisted of two creatives which were pre-tested and improved thanks to Clear Channel France’s
360
° tool.
One campaign promoted the modern and seductive side of the perfume and one promoted the freshness and natural side of it.Clear Channel in France enabled Coty to benefit from a powerful nationwide network:100% backlit 8sqm faces30% of the faces were located in ParisCovered 86% of the beauty shopsRan on the prestigious outdoor digital screen of La Défense mall.Slide4
Coverage
National
Media agency
Havas
Creative
agency
-
Specialist agency
-
Environment & formats8sqm roadside billboards Spectacular digital screen Mall (La Défense)Number of faces2,729 in 45 cities of over 120,000 inhabitantsTarget audienceAB+ women aged 25-34Audience figures/Research(Reach, Frequency)Audience: 15 635 437Coverage: 78%Frequency:12.6Date & Duration20-26 December 2011
Source: Ipsos ASI
Media - Share
of
spendOutdoor 76%Print 24%OOH spend €1,550K (gross)Purchase intent results:Coty – Chloé
PerfumeCosmetics & Personal care – France
Exposed
panelists
who have recalled the campaignNon exposed panelistsSlide5
Background.
Christian Dior decided to launch their new campaign for Dior,
J’adore
using OOH.
The objective of the campaign was to increase purchase intention.To do so, they wanted to reinforce the luxury image of the brand and differentiate J’Adore
from other perfumes during the very competitive Christmas period.LVMH, Christian Dior, J’AdoreCosmetics & Personal Care, Italy
Idea.
Clear Channel Italy offered maximum flexibility by giving 2-week exclusivity to LVMH on their
BikeMi
street furniture network in the centre of Milan. They obtained a domination of the “Red Zone” thanks to 1,400 advertising spaces strategically located where the shops are concentrated and known to be particularly elegant.The outdoor campaign consisted of 3 different creative executions that ran in rotation on scrolling and double-face displays in order to re-create a sort of film sequence as per the TV spot. Results.The campaign generated 11,900 GRPs70% of Milanese saw the campaignTotal reach was estimated as even higher, taking Incomers into account.Slide6
“This year for the classical Christmas advertising outdoor campaign,
we wanted to find a new striking idea in order to celebrate the new communication launched with big success in the month of September”.
Marika Ferro, Marketing Director, Dior Parfums Italy
Christian Dior, J’Adore
Campaign details
Coverage
City of Milan
Media agency
Carat Luxury
Creative agencyIn-house creativeSpecialist agencyPosterscopeEnvironment & formatsRoadside Street FurnitureFree Standing UnitsNumber of faces
1,409
Target audience
Women 25-49
Audience figures/Research
(Reach, Frequency)
11,900 GRPs
70% reach
170 frequency
Date & Duration
19/12/2011 - 14 days
Media Share of spend
TV 61%
Outdoor 17% Periodicals 14 %
Internet 8%
As on TV, Charlize Theron, the Dior J’adore brand ambassador, appears first in a full length shot, this is followed by a close up shot, before finally showing a shot of the elegant J’adore perfume bottle.
This was the first time Clear Channel Italy had allocated all of its street furniture network in Milan to one single advertiser. Slide7
Background.
Burton’s Foods decided to launch an entirely new type of biscuit into an already crowded market place.
The challenge was to create standout in the biscuit category where 85% of spend is on TV.
The campaign needed to create standout and encourage product trial, as well as signalling that this was a unique and different product.Research showed that to have a genuine impact on our audiences’ decision to purchase biscuits, we had to get into their daily routine by reaching then where they lived, worked and shopped.
Burton’s Foods, Cadbury BiscuitsFood, UK
Idea.An “outdoor only strategy” was employed using a wide range of outdoor formats including digital, in key environments such as roadside, underground and points of sale in order to give the presence and stand out required.Billboards were used across London in order to elevate Cadbury Biscuits and appeal to people’s aspirations.
A national backbone of 5,500 roadside and pedestrian 6 sheets were employed to ensure coverage of the UK market (reaching 80% of the population).Point of sale activity with four key UK supermarkets retailers - Sainsbury’s, Tesco, Morrisons and Asda
.
Results.
2nd biggest grocery product launch of 2010.In under 1 year, Cadbury’s Biscuit sales reached £15.2 millionNamed The Grocer magazine’s “top biscuit launch” of 2010Highly commended at the Clear Channel / Brand Republic Outdoor Planning Awards 2011 for the best use of multiple formats in outdoorSlide8
Coverage
National
Media agency
Universal McCann
Creative
agency
-
Specialist agency
IPM
Environment & formatsDigital and static 48 sheets6 sheetsNumber of faces-Target audienceWomen 25-44Audience figures/Research(Reach, Frequency)-Date & Duration10/05/2010 – 23/05/2010“The only way to truly stand out in a category is to challenge the expected, and behave completely differently to everyone around you. Only then, will people stop and take note, and only then, will you be able to provide
the biggest biscuit launch in over a decade!”Universal McCannA huge increase in purchase consideration, with Crunchie
performing +10% better than the industry average.Source: Clear Channel Research Monitor (UK) 2010
Media share
of spend100% outdoorCadbury’s Caramel Biscuit launch“Makes me want to buy or try it”Burton’s Foods, Cadbury BiscuitsCampaign details
Sales uplift (During)
Sales uplift
(Post)
Cadbury Duals
+24%
+13%
Cadbury
Crunchie
+21%
+8%
Cadbury Caramel
+32%
+20%
Food Norm
+15%
+9%
NPD Norm
+19%
+10%
Cadbury Duals over-performed vs. Food
catergory
and NPD campaign norms.
Source: Litmus (UK) 2010Slide9
Background.
To
support the launch of one of the biggest film releases this year, Paramount wanted to combine value with coverage and create a high impact outdoor campaign.
Results.The film topped the box office chart after its opening weekend, taking £5 million in 5 days.
Paramount, Dictator
Entertainment, UKIdea.We were able to act as a one-stop shop, and our breadth of portfolio meant that we could combine Adshel, billboards, premium and digital to create a campaign which was unmissable
the length and breadth of the UK.Slide10
Coverage
National
Media agency
MEC
Specialist agency
Kinetic
Environment
& formats
4370 x 6 Sheets
100 x 96 Sheets4 x Backlit 96 Sheets, 4 x Mega 6 SheetsSocialite networkNumber of faces5,000 approx.Target audienceAll adultsAudience figures/Research(Reach, Frequency)Cover – 73%Frequency – 16Date & Duration30th April - 13th May 2012“Partnering with Clear Channel enabled us to proudly announce the arrival of General Aladeen. The blanket cover
6 Sheets combined with large impactful formats ensured we generated mass awareness, stand-out and opened at number 1 in the box office” Shireen Zoghayer, Communications Manager, MEC
Paramount, DictatorCampaign detailsSlide11
20
th
Century Fox, Ice Age 4
Entertainment & Leisure, Hong KongBackground.
20th Century Fox was launching their latest movie, Ice Age 4.They wanted to target a young audience, to raise awareness of the movie when they are out and about and to provide a total brand experience.
Idea.The team in Hong Kong came up with the idea of transforming a double-decker bus into a giant iceberg with a combination of multiple integrated creative and innovative solutions including:
Full interior and exterior wraps to increase brand awareness and generate buzz.T shaped banner ads on buses to extend coverage and increase frequency Free internet connection for bus travellers to extend campaign coverage
Integrated
Buzplay
TV screens broadcasting movie trailers to capture bus passengers’ attention.Decorated interiors with wall stickers and seat covers featuring the Ice Age 4 characters. The creative and innovative executions created a very exciting brand experience for bus passengers who were completely immersed in the world of the Ice Age 4 movie.Slide12
Coverage
Hong
Kong
Media agency
Mindshare
Hong Kong
Creative
agency
N/A
Specialist agencyN/AEnvironment & formatsThemed Bus – Bus wrap, Buzplay TV screens, and Webus digital platformNumber of faces1 Themed Bus + 70 T-Shaped bannersTarget audienceGeneral Mass, especially Kids & young adultsAudience figures/Research(Reach, Frequency)Buzplay TV screens Estimated OTS: 14m bus passengersBus wrapEstimated OTS: 38% of 15-54 year olds
Webus425,000 impressions0.41% click through rate in 28 days
Date & Duration
18
June – 15 July 201220th
Century Fox, Ice Age 4Supportive information
Special creative executions amplified the impact of bus advertising.
The Ice Age 4 campaign demonstrated how the use of integrated and complementary solutions can maximize brand and campaign awareness and create a totally immersive brand experience.
MediaShare of spend
Outdoor 57%
TV 32%Print 2%Radio 4%
Internet 5%Source: AdMango
Bus wrap creates impact and awareness
Bus
interior prompts a
call
to
action
B
uzplay
TV screens
captivate bus passengers’ attention
Webus
free internet connection extends
campaign coverage
Total brand experienceSlide13
Ice Age 4,
Webus
Extends the campaign from outdoor to online
Consumers are able to access the landing page when they are travelling on
Webus
or via the Webus app, anytime, anywhere.
Results.
425,000+ impressions
0.41% CTR* in 28 days
*Click Through RateLanding PageSlide14
Ice Age 4,
B
uzplay
Transit TV catches audience’s attention within a captive environment
Movie trailer broadcast on the bus with audio-visual effects increases passengers’ brand experience
.Results.Estimated OTS: 14m bus passengersEstimation based on 1.1m daily bus passengers and 61% of 12-65 year olds who travel on the bus 4+ times per week.
Source: Transport Department Hong Kong | Nielsen Media Index Slide15
Ice Age 4, Bus Interior
Creates a ‘wow’ effect and prompts call to actionSlide16
T-Shape panels to increase awareness and frequency
Fully wrapped Theme Bus to create impact
Ice Age 4, Bus wrap
Creates impact, builds awareness and increases frequency
Results.
Estimated OTS: 38% of
Hong
Kong’s
15-54 year olds
Estimation based on 70 x T Shaped panels Source: Trantsrank Awareness Curve http://www.buspak.com.hk/web/aware.aspx?charset=1§ion=6&part=4