Greggs Proximity StreetTalk Campaign July 2012

Key Campaign information Environment/Panels Key Campaign Objective Other Media 1500 Proximity StreetTalk kiosks Drive awareness and sales of the Greggs breakfast meal deal Other Information Proximity Campaign Kiosks located within 300 metres of a Greggs store and at least one competitor

All panels booked in proximity to Greggs and at least one other competitor 2 campaign bursts 1,400 panels

Advertising Awareness By the end of the campaign, over half of customers were aware of the campaign PRE MID POST 26% 39% 53% Source: Opinium Research Exit Interviews Which have you purchased today

Call to Action By the end of the campaign twice as many people exiting the store has purchased a breakfast meal deal Source: Opinium Research Exit Interviews Which have you purchased today

Brand Perceptions Campaign drove perceptions of Greggs as the best retailer for breakfast deals Source: Opinium Research Online tracker Please indicate which of the following breakfast or coffee retailers is best at providing Posis combination of waves one and two

The success of the campaign led to it being re-briefed 6 th Jul 23 rd Jul 25 th Jul Carat Manchester Greggs Client Same campaign re-briefed

Summary The campaign successfully cut through amongst Greggs customers By the end of the campaign, purchasing of the breakfast meal deal had doubled The out of home also began to impact on brand perceptions

Want to find out more? Contact the JC Decaux research team to find out how the campaign performed across other metrics and the consumers view of which media works best for different aspects of the campaign