Ford 6 sheet summary

Ford

September 2011

Key Campaign information

Environment/Panels Key Campaign Objective

Other Media

575 6-sheet panels

Illustrate how 6-sheets can strengthen perceptions and deliver additional awareness over and above TV

Advertising AwarenessPosters strong at delivering advertising recall

Q9. You say you have seen some advertising for Ford recently, where do you remember seeing this particular advertising?Source: RedBlue Ford Research 2011

RecognitionThe 6-sheet campaign achieved strong cut through

Q13b. Have you seen any of these posters recently?Source: RedBlue Ford Research 2011

42%recall seeing

the Ford6-Sheets

RecognitionThe outdoor amplified the awareness achieved by the TV

campaign

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 PerceptionsThe 6-sheet campaign successfully strengthened brand

perceptions

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 FordSource: RedBlue Ford Research 2011

Trustworthy

Innovative

Premium

Different

Passionate

Ambitious

Desirable

Confident

Forward thinking

Responsible

Successful

Modern

Car Buying and AdvertisingThe campaign has strengthened perceptions of what 6-sheets

can deliver

Q12. Which of the following types of advertising do you think are successful at…?Source: RedBlue Ford Research 2011

Thinking about buying a car

Stage 1 Stage 2 Stage 3 Stage 4

Actively looking

In the final stages

Recently bought a car

Total: 12% Total: 14% Total: 6% Total: 3%

Aware: 19% Aware: 19% Total: 9% Total: 4%

+58% +36% +50%

Summary

• The campaign achieved strong cut through with out of home playing a significant part

• The 6-sheets amplified the campaign awareness achieved by the TV

• In line with objectives, the 6-sheets strengthened brand perceptions

Want to f ind out more?

Contact the JC Decaux research team to find out how the campaign performed across other metrics