Case studies& testimonials

APN Outdoor ©2014

Adele

Category

Format

Other media

Music

Transit

N/A

Jan / Feb 2011 People18-54

Date Target

TESTIMONIAL

Remote RecordsClient

“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

APN Outdoor ©2014

APN Outdoor ©2014

Coca-Cola

Category

Formats

Other media

Food andBeverage

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

Yes

February 2011 People18-54

Date Target

CASE STUDY

The Coca-Cola CompanyClient

Campaign

‘Summmahhhh!’

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).

Methodology

APN Outdoor Outcomes Study.

APN Outdoor ©2014

APN Outdoor ©2014

Cornetto

Category

Formats

Other media

FMCG

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

Yes

February 2012 Total People

Date Target

CASE STUDY

StreetsClient

Campaign

‘Enigma’

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.

Methodology

APN Outdoor Outcomes Study.

APN Outdoor ©2014

APN Outdoor ©2014

Dove

Category

Formats

Other media

Healthand Beauty

Billboards (Large Format) and Transit

Television, Magazines

April 2013 Women35-54

Date Target

CASE STUDY

UnileverClient

Campaign

‘Dove is different’

Objective

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

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

Special build awareness

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

Purchase intent

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%.

APN Outdoor ©2014

APN Outdoor ©2014

Glue Store

Category

Formats

Other media

Clothing andAccessories

Transit (Portrait Backs)

No

April / May 2013 People18-34

Date Target

CASE STUDY

Glue StoreClient

Campaign challenge

The challenge for the glue store campaign was to two fold:1. Ensuring they reach their target audience of people 18-342. Spending co-op dollars in a cost effective manner.

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.

Key results

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.

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”.

APN Outdoor ©2014

APN Outdoor ©2014

Heinz

Category

Formats

Other media

FMCG

Billboards (Large Format) and Transit

Television, Online

April 2013 MainGroceryBuyers

Date Target

CASE STUDY

HeinzClient

Campaign

‘Café Series ‘Soup of the Day’’

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.

Methodology

Online Survey. n:1650

Client quoteBrent 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 ManagerHeinz

APN Outdoor ©2014

APN Outdoor ©2014

Hungry Jack’s

Category

Formats

Other media

Fast Food

Billboards (Large Format) and Transit

Free to Air Television

January 2012 People18-54

Date Target

CASE STUDY

Hungry Jack’sClient

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’.

Methodology

Online survey. n: 600

APN Outdoor ©2014

APN Outdoor ©2014

Jamberoo Action ParkTestimonial

“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 CookMarketing DirectorJamberoo Action Park

APN Outdoor ©2014

Category

Formats

Other media

Entertainmentand Leisure

Billboards

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

January 2013 GroceryBuyers

with kids

Date Target

TESTIMONIAL

Jamberoo Action ParkClient

APN Outdoor ©2014

Jamberoo Action Park

Category

Formats

Other media

Entertainmentand Leisure

Billboards

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

January 2013 GroceryBuyers

with kids

Date Target

CASE STUDY

Jamberoo Action ParkClient

Objective

Drive people to the Jamberoo website.

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.

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.

Results

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

Activity

– Seasonal Visitation up 42.5% YOY – Website Visitation up 60% YOY – Groups Scanned up 25% YOY – Walk-Ins up 48% YOY – Agents program up 34% YOY

APN Outdoor ©2014

APN Outdoor ©2014

Toyota

Category

Formats

Other media

Automotive

Transit (Megaside)

Large Format

July 2013 People 18-54

Date Target

CASE STUDY

ToyotaClient

Campaign

‘Rav4’

ObjectivesMeasure 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.

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

– 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).

MethodologyNielsen Online Survey Panel n:869 Sydney

APN Outdoor ©2014

APN Outdoor ©2014

XXXX

Category

Formats

Other media

Alcohol

Transit (Large Format and Portrait Sides)

Yes

February 2012 Total People

Date Target

CASE STUDY

XXXXClient

Campaign

‘Summer Bright Lager’

Objective

Measure the campaign recall by format across multiple demographics.

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.

Methodology

APN Outdoor Outcomes Study.

APN Outdoor ©2014