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Ford 6-sheet Campaign

            September 2011
Campaign information



Environment



  Format



Panel Details    575 Roadside 6 Sheets
Advertising Awareness
          High levels of poster attribution amongst those aware of Ford
                                                            advertising




Q9. You say you have seen some advertising for Ford recently, where do you remember seeing this
particular advertising?
Source: RedBlue Ford Research 2011
Recognition
                                                     Over 2 in 5 recall seeing the Ford posters




                                                                  42%
                                                                 recall seeing
                                                                   the Ford
                                                                   6-Sheets


Q13b. Have you seen any of these posters recently?
Source: RedBlue Ford Research 2011
Recognition
                The outdoor delivered awareness over and above that of TV




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
Brand Perceptions
                                          The 6-sheet campaign has driven almost all 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
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                                   Actively                   In the final     Recently
         buying a car                                    looking                      stages       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

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Ford 6 sheet summary

  • 1. Ford 6-sheet Campaign September 2011
  • 2. Campaign information Environment Format Panel Details 575 Roadside 6 Sheets
  • 3. Advertising Awareness High levels of poster attribution amongst those aware of Ford advertising 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 Over 2 in 5 recall seeing the Ford posters 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 delivered awareness over and above that of TV 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 has driven almost all 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 Actively In the final Recently buying a car looking stages 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