2. Key Campaign information
Environment/Panels Key Campaign Objective
1,600 6-sheet Illustrate how increased frequency
panels of exposure to 6-sheets can drive
search and purchase
Other Media Other Information
Respondent segmentation:
Group 1: No check ins (did not see poster)
Group 2: Fewest number of check ins
Group 3: Highest number of check ins
3. The campaign was clearly understood and
drove brand positivity
69%
feel they completely
understood the key
message of the poster
2 in 3
respondents are more
positive towards Ford as a
result of seeing the posters
Source: Ford 6-Sheet Research; OnDevice Research; August 2012
4. Increased frequency delivers increased
understanding of key campaign objectives
Group 1 Group 3
0% 31% 50%
Show they are affordable cars
41%
29%
Show new technology on offer
33%
17%
Show the cars are environmentally friendly
19%
17%
Show the cars are fuel efficient
21%
8%
Driving people to the website
19%
Source: Ford 6-Sheet Research; OnDevice Research; August 2012
5. Greater frequency enhances consumer
perceptions of Ford
Affordable
Advanced
Accessible
Creative
Confident
Safe
Source: Ford 6-Sheet Research; OnDevice Research; August 2012
6. Increased frequency drives intention to visit the
Ford website
Group 3 are
+214%
more likely than those with no
check ins to intend to visit the website
Source: Ford 6-Sheet Research; OnDevice Research; August 2012
7. Increased frequency has led to increased
brand consideration
Consider buying a Ford
Group 1 26%
Group 2 29%
Group 3 38%
Source: Ford 6-Sheet Research; OnDevice Research; August 2012
8. Summary
• The campaign message was
clearly understood
• 6-sheets drove positivity towards
a highly established brand
• Increased frequency positively
impacts on all metrics, most
notably, driving search and
purchase
9. Want to find out more?
Contact the JC Decaux research
team to find out how the campaign
performed across other metrics
including brand knowledge and
favourability
