2. Key Campaign information
Environment/Panels
575 6-sheet
panels
Other Media
Key Campaign Objective
Illustrate how 6-sheets can
strengthen perceptions and deliver
additional awareness over and above
TV
3. Advertising Awareness
Posters 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
4. Recognition
The 6-sheet campaign achieved strong cut through
42%
recall seeing
the Ford
6-Sheets
Q13b. Have you seen any of these posters recently?
Source: RedBlue Ford Research 2011
5. Recognition
The 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
6. Brand Perceptions
The 6-sheet campaign successfully strengthened brand
perceptions
Trustworthy
Successful
Modern
Responsible
Confident
Innovative
Desirable
Forward thinking
Passionate
Premium
Different
Ambitious
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 Ford
Source: RedBlue Ford Research 2011
7. Car Buying and Advertising
The campaign has strengthened perceptions of what 6-sheets
can deliver
Stage 1
Stage 2
Stage 3
Stage 4
Thinking about
buying a car
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%
Q12. Which of the following types of advertising do you think are successful at…?
Source: RedBlue Ford Research 2011
8. 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 6sheets strengthened brand
perceptions
9. Want to find out more?
Contact the JC Decaux research
team to find out how the campaign
performed across other metrics
10. Want to find out more?
Contact the JC Decaux research
team to find out how the campaign
performed across other metrics
