2011 ford 6 sheet summary
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Transcript of 2011 ford 6 sheet summary
![Page 1: 2011 ford 6 sheet summary](https://reader034.fdocuments.in/reader034/viewer/2022052412/5597398e1a28ab69118b4625/html5/thumbnails/1.jpg)
Ford
September 2011
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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
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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
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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
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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
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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
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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%
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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
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Want to f ind out more?
Contact the JC Decaux research team to find out how the campaign performed across other metrics
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Want to f ind out more?
Contact the JC Decaux research team to find out how the campaign performed across other metrics