Ad recall was strong within the target city of Cardiff, and worked to improve brand perceptions and drive action towards the car brand

The Execution

In May 2017, a car brand ran a multi-format advertising campaign in Cardiff Central railway station, in the lead up to a big sporting event final taking place in the city. This campaign ran on Exterion Media formats throughout the station. 

In order to capture the effectiveness of this campaign, we measured key campaign metrics in association with Dipsticks Research. The sample consisted of 2,300 respondents:

2,000 nationally representative 
300 test sample 

Nat rep sample: nationally representative of age, gender, location and SEG.

Test sample: consists of respondents who live or work in Cardiff.
 

The Results

Ad recall of the Nissan OOH campaign in Cardiff had a significant impact on improving brand perceptions towards the car brand. In addition, the campaign worked to drive action, with over a third of respondents who recalled the OOH campaign taking action towards the brand in the last 2 weeks. 


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Information

Key stats

High recall among Cardiff commuters

77% of respondents who have visited Cardiff Central in the last 1-2 weeks recalled the OOH ads


Driving interaction

34% have interacted in some way towards the car brand in the past 2 weeks (vs. 6% who did not recall)