2. Key Campaign information
Environment/Panels Key Campaign Objectives
109 Roadside Drive Wickes brand awareness,
48 Sheets strengthen brand perceptions and drive
key call to action metrics
Other Media Other Information
Amongst female home owners
3. Brand Science Econometrics proves
Outdoor and TV drives higher ROI
£1.31
+41%
£0.93
Average TV RROI
TV Only TV & Outdoor
Sample Set: All FMCG Results Vault studies (2002 -2008) - with and without measured
Outdoor RROI
4. Test and control regions to show how
outdoor can amplify a TV campaign
TV & OOH (Test) TV Solus (Control)
983 GRPs
739 GRPs
597 TVRs
412 PRPs
5. Out of home amplifying the increase in brand
awareness delivered by the TV campaign
Brand Awareness
62%
53% 53%
50%
+17% +6%
Q1. In the space below, please write down the names of all the retailers you know of where you can buy
kitchens from?
6. The outdoor element also increased awareness
of Wickes advertising over and above TV
Advertising Awareness
29%
25% 25%
22%
+16% +14%
And which, if any, of these retailers that sell kitchens have you seen or heard advertising for in the past
two weeks?
7. The roadside campaign enhanced perceptions
of Wickes
+9% +35% +42% +12% +23% -10% +14% +9% +10%
49%
45%
38%
35%
31%
28% 29%
25% 26%
23% 24% 23%
21% 21%
17% 16%
12% 13%
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Q8. On a scale of 0 to 10, where 0 is ‘doesn’t describe the brand at all’ and 10 is ‘describes the brand
very accurately’, how do the following words describe Wickes? – Central Region – all those who scored
7+
8. Perceptions stronger in region with out of home
campaign
+10% +17% +20% +8% +23% +17% +6% +19% +23%
49%
42%
38%
31% 31%
28%
26% 26%
24% 24% 24% 23%
20% 21%
16% 17% 16%
13%
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Q8. On a scale of 0 to 10, where 0 is ‘doesn’t describe the brand at all’ and 10 is ‘describes the brand
very accurately’, how do the following words describe Wickes? – Central Region – all those who scored
7+
9. Out of home increased perceptions of Wickes
over and about any TV effect
Central
Has a wide range of kitchens +7%
Sources the best quality products +5%
Is a kitchen retailer for people like me +13%
Is a retailer for people who want a professional finish +13%
Sells kitchens at affordable prices +6%
Sells stylish kitchens +7%
Sells contemporary kitchens +15%
Sells innovative products +6%
Q7. Looking at the following list of statements, which, if any, apply to each of the following retailers.
Central. Indexes shown
10. Summary
• Out of home amplified both
brand and advertising
awareness over and above
what the TV achieved
• A stronger uplift in brand
perception was observed
amongst those in the region
where out of home was
present
11. Want to find out more?
Contact the JC Decaux research
team to find out how the campaign
performed across other metrics
