Ford 6-Sheet Campaign August 2012

Key Campaign information Environment/Panels Key Campaign Objective Other Media 1,600 6-sheet panels Illustrate how increased frequency of exposure to 6-sheets can drive search and purchase Other Information Respondent segmentation: Group 1: No check ins (did not see poster) Group 2: Fewest number of check ins Group 3: Highest number of check ins

The campaign was clearly understood and drove brand positivity 69% feel they completely understood the key message of the poster 2 in 3 respondents are more positive towards Ford as a result of seeing the posters Source: Ford 6-Sheet Research; OnDevice Research; August 2012

Increased frequency delivers increased understanding of key campaign objectives Source: Ford 6-Sheet Research; OnDevice Research; August 2012 Show they are affordable cars Show new technology on offer Show the cars are environmentally friendly Show the cars are fuel efficient Driving people to the website Group 1 Group 3 0% 50% 31% 41% 29% 33% 17% 19% 17% 21% 8% 19%

Greater frequency enhances consumer perceptions of Ford Source: Ford 6-Sheet Research; OnDevice Research; August 2012 Affordable Accessible Confident Safe Creative Advanced

Increased frequency drives intention to visit the Ford website Source: Ford 6-Sheet Research; OnDevice Research; August % more likely than those with no check ins to intend to visit the website Group 3 are

Increased frequency has led to increased brand consideration Source: Ford 6-Sheet Research; OnDevice Research; August 2012 Consider buying a Ford Group 1 Group 2 Group 3 38% 29% 26%

Summary The campaign message was clearly understood 6-sheets drove positivity towards a highly established brand Increased frequency positively impacts on all metrics, most notably, driving search and purchase

Want to find out more? Contact the JC Decaux research team to find out how the campaign performed across other metrics including brand knowledge and favourability