The document summarizes research from a Post Office campaign that used out of home advertising. It found that the poster campaign increased top-of-mind brand awareness of Post Office and its travel products. The creative was highly liked and strengthened perceptions of Post Office as credible and offering various services. Those who saw the posters had more positive views of Post Office and were more likely to consider it for future travel needs.

1. Post Office
September 2013

2. Key Campaign information
Environment
Key Campaign Objectives
Illustrate how out of home can
amplify a campaign message
Prove the effectiveness of outdoor
at strengthening perceptions of a
brand, in particular
• Offering a breadth of
services
• Being relevant
• Making an effort to improve
• Credibility
Show how an out of home creative
can drive call to action
Source: Post Office Research, Research Now, June 2013

3. The poster campaign drove top of mind brand
awareness
42%
39%
37%
Pre stage
Q1: Thinking specifically about companies that offer travel essentials (e.g. passport,
insurance and currency) which ones come to mind? First Mention
Source: Post Office Research, Research Now, June 2013
Post stage
Post stage
poster
recognisers

4. The out of home campaign also successfully
drove top of mind product awareness
Post Stage
Pre
stage
Post Stage
(Total)
Poster
recognisers
Currency Exchange
86%
84%
90%
Insurance
65%
65%
79%
Passport
31%
38%
38%
Q6A: Thinking now about Post Office specifically, which, if any, travel essentials do you think
they offer?
Source: Post Office Research, Research Now, June 2013

5. Extremely positive reaction to the creative with
strong levels of likability
92%
of Poster Recognisers
liked the creative
18%
of these said they liked it a
lot
QP14: Which of the following best describes your feelings towards this advert?
Source: Post Office Research, Research Now, June 2013

6. The poster campaign was key in strengthening
perceptions
Pre stage
Post stage
Poster recognisers
Post Office…
80%
…offers more than one service
65%
…is a brand I can rely on
71%
63%
…are experts in what they do
…meets my travel needs
…are leaders in offering travel
essentials
I would turn to Post Office first for
my travel essentials
… is constantly making an effort to
improve its services
…takes the stress out of preparing
for a holiday
Q9: For each of the following statements we would like you to indicate to what extent you
agree or disagree that it applies to the companies shown below. This can be based on your
experience or what you may have heard or seen. There are no right or wrong answers; we
are just after your perceptions. Source: Post Office Research, Research Now, June 2013
57%
56%
83%
70% 84%
65%
…is a credible travel brand
85%
92%
68% 78%
62% 79%
59%
85%
58% 59% 73%
45%
47%
66%
45% 51%
57%

7. The out of home campaign had a direct impact
on call to action
Post Stage
Poster Recognisers
60%
52%
47%
33%
27%
26%
The advert will encourage me to The advert makes me want to find The advert has made me more
consider for future travel needs out more about Post Office and
likely to purchase my travel
their travel offering
essentials through the Post Office
QP15: Thinking about this advert, to what extent do you agree or disagree with the following
statements? Poster Recognisers Only
Source: Post Office Research, Research Now, June 2013

8. Summary
•
The out of home campaign has shifted
top of mind awareness of Post Office
•
The creative was well liked, leading to
strong levels of stand out and believability
•
The positive reaction to the creative
amongst poster recognisers has led to
increased positivity towards the brand
across all metrics
•
The poster campaign has worked at
driving call to action with recognisers
more likely to consider and recommend
Post Office for travel essentials

9. Want to find out more?
Contact the JC Decaux research
team to find out how the
campaign performed across other
metrics