This case study evaluated the impact of advertising a supplement product by placing removable stickers on cars used by sales teams in urban areas of Bucharest, Cluj, and Brasov, Romania over 4 months. A survey of 105 people in Bucharest found that 48% recalled seeing the campaign and 38% who didn't know the product still recalled the message, demonstrating a high recall rate. The study concluded that using cars as an advertising medium can have impact by increasing message recall.

1. CASE STUDY: ADVERTISING THOUGH CARS
1st impact
in the urban areas
BUCHAREST, JUNE 2011

2. PROJECT DESCRIPTION
Idea of the campaign: cover with removable stickers the cars used by the sales
teams to promote Doppelherz® Omega 3 Extra 1000 mg in the urban areas
Client: A&D Pharma Marketing&Sales
Product promoted: Doppelherz® Omega 3 Extra 1000 mg
Medium used: A&D Pharma Marketing&Sales car fleet
Cities “covered”: Bucharest, Cluj, Brasov
Duration: 4 months
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3. SURVEY BRIEF
Objective of research: evaluate the first impact of advertising through cars
Sample: 105 subjects older than 18 years present in Bucharest during the study
Selection method: proximity to the cars covered with advertising messages
Researcher: CallPoint New Europe
City: Bucharest
Timeframe: June 2011
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4. FIRST IMPACT: HIGH RECALL RATE
48%
of all the subjects
have seen the campaign
and easily remembered
the message
38% of the subjects who didn’t knew the product
have seen the campaign and easily remembered
the message
65% of the subjects who knew the product
have seen the campaign and easily remembered
the message
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5. KEY ITEMS TO SUPPORT THE FIRST
IMPACT
85% of the subjects believe that using cars as
advertising medium is impacting or very impacting
39% of all the subjects often remembered the message
written on the cars
70% of all the subjects easily remembered the message
written on the cars covered with Omega 3 Extra
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6. Thank you for watching.
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