MediaWorks recently revealed the effectiveness of brand impact of their Kellog’s Special K campaign on bus advertising.
The campaign ran for four weeks during the November-December period on 50 exclusive bus backs across Auckland.
With no special in-store merchandise or deviation from usual price promised schedules, MediaWorks was able to identify the power of bus advertising to amplify brand messages.
Across the four weeks, MediaWorks saw a 120 percent surge in purchase intent.
They recorded a 40 percent increase in ad likeability and consideration within exposed consumers compared to the control group.
MediaWorks also saw that the ad maintained strong brand familiarity for the product that has been in the market for two decades.
“The ad performed exceptionally well on buses. Harnessing the power of the AT bus network, we were able to achieve a strong share of voice, which we believe led to such strong purchase intent,” says Mike Watkins, CEO of outdoor at MediaWorks.
“The simplicity and freshness of the Special K campaign resonated with consumers, using buses as a platform to reignite brand consideration and maintain top-of-mind awareness.”
NZ Portfolio Manager, Robert Saunders says they are pleased with the metrics achieved with the campaign and creative.
Following the success of the campaign, MediaWorks says they are encouraging advertisers to leverage bus advertising to “fortify brand salience and drive consumer engagement”.
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