Case studies & testimonials

Adele “As the Marketing Director and co-founder of Remote Control, one of Australia’s largest independent music companies, I have worked with APN Outdoor on a number of successful, high profile campaigns. Remote Control represents a select roster of local and international artists in Australia and New Zealand, including the gold and platinum selling acts Adele, The White Stripes, Radiohead, Vampire Weekend, The XX and The National. APN Outdoor has executed excellent outdoor campaigns for a number of our biggest artists. These campaigns have included public transport banners in Sydney and Melbourne and train station and freeway billboards. Our most recent campaign with APN Outdoor was for Adele’s album ‘21’, which is now the 3rd most successful # 1 album in Australian chart history and is positioned to sell over 1 million copies in this territory.

APN Outdoor have been a pleasure to work with on this project, playing a large part in the success of the record and making Adele a household name. Elly and the rest of the team have provided us with valuable, informed advice and competitive rates, allowing us to reach a massive audience for Adele’s music. We appreciate her professionalism and the penetration she offers and look forward to working with her again in the near future.” Stephen Cross Marketing Director Remote Control

TESTIMONIAL Category

Date

Target

Music

Jan / Feb 2011

People 18-54

Format

Transit

Other media

N/A

Coca-Cola Campaign ‘Summmahhhh!’

CASE STUDY Category

Date

Target

Food and Beverage

February 2011

People 18-54

Objective Measure the campaign recall by format across multiple demographics. Key results This campaign resonated strongly with: – 52% People 18-24 – 42% CBD Worker – 42% Medium income earner – 40% High income earner ($76k-$100k).

Formats

Transit (Showcase, Maxibus, Maxitram and Interiors) and Rail

Other media

Yes

Methodology APN Outdoor Outcomes Study.

The Coca-Cola Company Client

Cornetto Campaign ‘Enigma’

CASE STUDY Category

Date

Target

FMCG

February 2012

Total People

Objective Measure the campaign recall by format across multiple demographics. Key results This campaign resonated strongly with: – 45% Low income earners ($25-50K) – 44% CBD Worker – 44% People 18-24 – 42% People 30-39.

Formats

Billboards (Large Format, Digital) and Transit (Portrait Sides & Fullbacks)

Other media

Yes

Methodology APN Outdoor Outcomes Study.

Streets Client

Dove Campaign

Special build awareness

‘Dove is different’ Objective

– 74% agreed it makes the ad stand out – 67% agreed it was more memorable – 65% agreed it captured their attention

Test the effectiveness of the campaign and look at the role of Outdoor within the media mix.

Purchase intent

Key results APN Outdoor formats drove more ‘actions’ than the television campaign i.e. Added it to my shopping list. Methodology Online survey. n: 1685

Actions Taken: – APN Outdoor formats indexed higher for actions taken, when compared with other media – Large format achieved high awareness – more than magazines – Message cut through was strong and outperformed other media, especially for the creative proposition ‘Dove is less harsh on the skin’ – Increased across the campaign as a result of the APN Outdoor campaign – Up 6% to 66%.

CASE STUDY Category

Date

Target

Health and Beauty

April 2013

Women 35-54

Formats

Billboards (Large Format) and Transit

Other media

Television, Magazines

Unilever Client

Glue Store Campaign challenge

Key results

The challenge for the glue store campaign was to two fold: 1. Ensuring they reach their target audience of people 18-34 2. Spending co-op dollars in a cost effective manner.

The Glue Store Transit campaign ran for April and May, 2013. During and post the campaign, Glue Store experienced an increase in store traffic. Sales of the two advertised products also increased, despite there being no call to action or retail messaging on the creative.

Objective Build awareness with co-op messaging. Solution Glue needed a solution that was broadcast, while being cost effective to reach their target audiences. Transit and Portrait Backs allowed Glue Store to be highly visible to their target with its broadcast nature. Portrait backs gave glue high visibility to both pedestrians in the city and to city drivers.

CASE STUDY Category

Clothing and Accessories

Target

April / May 2013

People 18-34

Client quote When asked why APN Outdoor, Anthony Colreavy of Blue Sky Marketing said: “If your onto something good stick to it. If you find something better, switch to it. APN Outdoor continues to deliver strong results for Glue”.

Formats

Transit (Portrait Backs)

Other media

Date

Heinz Campaign

Methodology

‘Café Series ‘Soup of the Day’’

Online Survey. n:1650

Objective Stimulate the trial of Heinz ‘Soup of the Day’. Key results – 21.5% uplift in aided awareness caused by Above the Line (ATL) media – Outdoor was the main contributor to Heinz top of mind awareness – +9% incremental reach to television and significant synergy benefit – Outdoor was the most cost-effective medium for the campaign.

Client quote Brent Whelan from Heinz commented on the results: “We are very pleased with the impact of Outdoor in our launch campaign, and the strong anecdotal feedback we received on the Outdoor component has been backed up by this study”. Brent Whelan Group Marketing Manager Heinz

CASE STUDY Category

Date

Target

FMCG

April 2013

Main Grocery Buyers

Formats

Billboards (Large Format) and Transit

Other media

Television, Online

Hungry Jack’s Campaign ‘Premium Choices’ Objectives Measure the awareness and brand impact of the ‘Premium Choices’ Outdoor campaign and compare it to the same campaign on Free to Air (FTA) television. Key results – Outdoor in comparison to the FTA component saw significant positive impact across all brand metrics. – Prompted brand awareness +58% – Outdoor added 17% unique awareness – 61% purchase intention of ‘Premium Choice Range’.

CASE STUDY Category

Date

Target

Fast Food

January 2012

People 18-54

Formats

Billboards (Large Format) and Transit

Other media

Free to Air Television

Hungry Jack’s Client

Jamberoo Action Park Testimonial “Successfully launching the longest, biggest most exhilarating new water thrill ride, built of its kind in the world in 2012 meant that Outdoor played an enormous role in getting out that message. Through our longstanding working relationship with APN Outdoor they tailored our campaign using some of their most popular sites across the Sydney Metropolitan Motorway networks, exposing our new message to literally millions of commuters across a two month period.

APN Outdoor’s expertise certainly assisted Jamberoo Action Park realise one of its most successful marketing campaigns within its 34 year history and we would strongly encourage you to ensure that you include APN Outdoor into your overall marketing mix.” James Cook Marketing Director Jamberoo Action Park

TESTIMONIAL Category

Date

Target

Entertainment and Leisure

January 2013

Grocery Buyers with kids

Formats

Billboards

Other media

Metro and Regional – Television, Print, Radio, Cinema, Online, Social Media

Jamberoo Action Park Objective

Results

Drive people to the Jamberoo website.

Jamberoo Action Park experienced the following increase in activity around the period when Outdoor was in market.

Target Demographics Jamberoo Action Park’s Primary Target Demographic are Grocery Buyers with Children watching TV aged 4-12. The secondary Target Demographic is the age group 18-24. Target Markets Jamberoo Action Park’s Target Markets are located in Sydney’s West, Sydney’s South West, Sydney Sutherland Shire as well as the Illawarra and Canberra Regions.

Activity – Seasonal Visitation – Website Visitation – Groups Scanned – Walk-Ins – Agents program

up 42.5% YOY up 60% YOY up 25% YOY up 48% YOY up 34% YOY

Solution Outdoor played a significant role in the overall success of the 2012-2013 campaign. Locating our message on the major motorways in and around our target markets exposed our brand to literally millions of commuters across the two month period. The Out of Home distribution channel has been steadily growing as an important part of our overall marketing mix as it acts as constant reminder to potential guests to consider Jamberoo Action Park when next they are looking for an outdoor entertainment experience. Out of Home supports our Print and TVC campaigns and is a reinforcement of our message. From our Guest Satisfaction Surveys 22.1% of all those surveyed indicated that they heard about Jamberoo driving past a Roadside Billboard.

CASE STUDY Category

Date

Target

Entertainment and Leisure

January 2013

Grocery Buyers with kids

Formats

Billboards

Other media

Metro and Regional – Television, Print, Radio, Cinema, Online, Social Media

Toyota Campaign ‘Rav4’ Objectives Measure the brand impact of Toyota RAV4 Megaside exposure on brand perception of Toyota RAV4 in a competitive context and measure ad recall and brand association of Toyota RAV4 Megaside.

– The campaign duration from four to six weeks drove awareness of Toyota RAV4 as a compact SUV manufacturer – The lift in aided awareness doubled from 5%-points after 4 weeks to 10%-points after 6 weeks – Brand shifts were more pronounced among purchase intenders of small/medium SUVs valued $30k+ with uplifts of consideration (+7% points), desirability (+6% points) and aided awareness (+5% points).

CASE STUDY Category

Date

Target

Automotive

July 2013

People 18-54

Formats

Key results – Post campaign launch awareness of Toyota as a manufacturer of compact SUVs shifted significantly (+8%-points) – An upward directional movement for consideration (+5%-points) of Toyota RAV4 was observed post campaign launch

Methodology Nielsen Online Survey Panel n:869 Sydney

Transit (Megaside)

Other media

Large Format

XXXX Campaign ‘Summer Bright Lager’ Objective Measure the campaign recall by format across multiple demographics.

CASE STUDY Category

Date

Target

Alcohol

February 2012

Total People

Key results This campaign resonated strongly with: – 51% CBD Workers – 51% People 25-39 – 47% High income earners ($100k+pa) – 41% Most effective format – Large Format – 24% Total Recall Average.

Formats

Transit (Large Format and Portrait Sides)

Other media

Yes

XXXX Client