Case Studies

NRMA Fix Our Bloody Roads campaign

NRMA close upIn October 2005 the National Roads and Motorists Association launched the "Fix Our Bloody Roads" campaign to bring motorists attention to the conditions of highways in New South Wales.

Large billboards were situated along three major highways that directed people to a website where they could register their voice.

The NRMA believe the award winning outdoor campaign, developed by Leo Burnett, and which was supported by regional print, contributed to an additional $1.3 billion Government funding for NSW in 2006.

Below is a snap shot of the campaign:  

  

What?                                                                                                                

  • Fight for more funding to improve NSW roads.
  • Reduce the number of deaths and injuries on NSW roads.
  • Enable motorists to register their support on NRMA website.

Why outdoor?

  • Outdoor was decided before the campaign methodology was developed due to its high visibility and ability to reach the target without waste, at a time they were experiencing the road in question.
  • A survey of NRMA members showed that they supported campaigns that spoke out on their behalf.

How?

  • Large bill boards were situated along the Pacific, Hume and Princess Highways
  • The headline on the bill board was a website www.fixourbloodyroads.com where motorists could register their support by sending an e-card to the Federal Minister for Transport and the NSW State Minister for Roads

Results

  • Contributed additional $1.3 billion in government road funding in 2006
  • 26 000 hits to website
  • 1600 e-cards sent

 

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Nestle - Sistine Chapel inspired bus ceiling

nestle sistine chapel bus ceilingCreative Agency, Publicis Mojo, developed Nestle's Sistine Chapel inspired bus ceiling to launch the new Drumstick Gelato flavour.

The campaign achieved spectacular results with the product selling out ahead of schedule.

The advertisement was the 'People's Choice' for the OMA's 2005 ONE Awards.

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POW

POW - Proving Outdoor Works outdoor advertising campaign

The OMA conducted a $1.3 million cross-format outdoor advertising campaign to demonstrate the power and effectiveness of out-of-home advertising.

This campaign was researched during and upon completion to gain fresh insights and provide evidence that cross-format outdoor campaigns raise awareness and generate interest.

Read about the POW findings by downloading this document (277kb)

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POW Shop

POW Outdoor Campaign is a Big Hit with Media Planner/Buyers

In February 2006, Australia's major outdoor companies joined forces to conduct the first ever multi-format outdoor advertising campaign called "POW" - Proving Outdoor Works - to demonstrate the effectiveness of one of the fastest growing communications mediums.

The Outdoor Media Association (OMA) commissioned independent research companies, The Seed and Millward Brown, to research media planner/buyers' and consumers' perceptions toward outdoor advertising and to assess the campaign effectiveness.  

Chair of the Outdoor Marketing Group and CEO of Adshel, Steve McCarthy, said 91% recall by media planner/buyers was exceptional, and the campaign achieved high frequency, impact and cut-through. 

The main findings from the opt-in on-line research of 102 media specialists include:

  • The "POW" campaign has cut through and been noticed 
    Over 91% claimed to have seen the "POW" campaign during February.
    75% claimed to have seen it ‘several times per week or else ‘every day'.
  • The "POW" campaign is successful in reinforcing outdoor's key benefit
     89% agreed that it is ‘quite' or ‘very' eye-catching.
    82% ‘agree' or ‘strongly agree' that the campaign is ‘Impactful'.
  • The prime benefit of outdoor is in generating impact
    86% agreed that outdoor ‘helps brands stand out'.
    83% regarded impact as a ‘most important factor' when booking outdoor
    82% strongly agreed/agreed that impact was the prime creative attribute of the POW campaign.
  • The outdoor medium enjoys growing levels of industry respect
     It is high profile - 70% see ‘quite a lot' of outdoor advertising in their daily lives.
    It is influential - 65% say that seeing outdoor influences decisions ‘quite a lot' or ‘somewhat'
    It is an improving medium - 89% agree that it is ‘much better than it used to be' 

The consumer research results also produced positive results, with research suggesting over one third of the general public recalled seeing the POW campaign.

"This is exactly what we expected and consistent with the UK experience, and in the UK, Outdoor has nearly a 10% share of the media spend.

"What's more the Australian campaign also captured the imagination of the elusive 14 to 24 year old age bracket, with more than half of the consumers in this age group noticing the POW campaign," Mr McCarthy said.

Summary of Consumer Results and UK Comparison:
 
 
 Recalled seeing the POW Adverts during the last week of research
 
 Australia
 UK (London)

All adults

 37%
 39%

14-24 years

 54%
 43%

25-34 years

 38%
 n/a
 

Of all those who recalled the POW advertising:

  • 86% of adults found the POW campaign Impactful.
  • 91% said it was ‘very' and ‘quite' eye-catching.
 The consumer research also re-enforced the media planner/buyers findings:
  • 41% said outdoor advertising informed them about new products and brands.
  • 35% agreed outdoor advertising makes products/brands stand out.
  • 33% said outdoor advertising reminds them of adverts they have seen on TV and other media.
 "The POW campaign results suggest that Outdoor is a medium with impact and the ability to broadcast to a mass audience. 

"It's also one of the few mediums that can promote products within close proximity to a point of purchase.

 

"In addition to the results, we received some excellent feedback from media planner buyers which was generally positive about the campaign and the outdoor industry working together," Mr McCarthy said. 

Some of the comments include:
"Clearly demonstrates the power of using multiple OOH formats."
 
"I think it is about bloody time the Outdoor Industry as a whole got together and put their individual business competitiveness aside for the betterment of the industry".
 
"I think the campaign is very visible, more so when you understand that POW is proving outdoor works."
 
"The creative was simple and clear, and what a lot of advertisers get wrong."
    
 

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Haka Bitter

HAKA Beer Case Study - GOA Billboards

The beer that never was a legend in its own lifetime - Haka Bitter

GOA Billboards, Brisbane, wanted to prove a point; the power of Outdoor. So they invented a fictitious product for the highly competitive beer market- there were around 25 brands of beer brewed and sold in Brisbane at the time. The rest is now history.

The media/marketing exercise that follows became the subject of school and university assignments and even made media news in Germany.

THE BRIEF

As the product category was already part and parcel of the Australian way of life, the decision was taken that the creative approach should be 'bold and humorous'. Many concepts were developed but it was eventually a copyline that gave birth to the fictitious product's name and its equally fictitious New Zealand origin - Haka.

OUTDOOR MEDIA PLAN

Market: Brisbane
Site format/Size: 24 Sheet Posters
Quantity of Sites: 50 - 25 illuminated, 25 non-illuminated
Campaign Weight: Medium
Period: 8 weeks, June - August 1993
Cost: $50,000 (Media)
Coverage: Broadcast (i.e. evenly spread around Brisbane locations) 45% of the Brisbane population was exposed to this campaign each day.

RESEARCH METHODOLOGY

Two waves of research were conducted at four-week intervals by Yann Campbell Hoare Wheeler. Each wave consisted of 300 face-to-face interviews, 50% male/50% female, 18+ year olds.

KEY RESULTS

When shown a photograph of the Haka billboard with the name concealed:
In wave 1, (after 4 weeks) 45% of the respondents recalled seeing the billboard, and of those 76% correctly identified the brand name that was missing as Haka. In wave 2, (after 8 weeks) 49% recalled seeing the billboard and of these 67% correctly identified the brand.

THE HAKA CAMPAIGN ACHIEVED:
  1. an overall awareness that grew from nothing to 45% in one month.
  2. 76% (representing 34% of Brisbane population) correctly identified Haka as the brand when shown the statement "Naturally booed in Australia".
  3. Higher recall achieved for Under 40's and professionals.
  4. When asked: "Where did you see the copy?" 86% (representing 29% of the Brisbane population) correctly named one or more actual site locations.
For spontaneous recall, Haka achieved 7% after one month on Outdoor with only a $25,000 investment. Some weeks prior another beer brand, Powers Extra, was launched in Brisbane using TV only. Powers Extra only achieved a 3% spontaneous recall after one month despite a TV spend of $183,000.
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