In October 2008, Nestle ran a campaign for Aero bubbles using TV and Bus Supersides. The creative on both mediums was focused on creating desirability for the product. The TV campaign specifically aimed to cut through in a crowded confectionary marketplace, whilst Bus was used to help give the campaign a “blockbuster feel” as well as creating desire amongst consumers close to point of sale.
Pre and post research was carried out with 16-34 year old “social impulsives” with a female bias
Some of the key findings were:
- The Outdoor and TV campaign clearly created desire for Aero bubbles. This was especially the case amongst those who saw the ad on both mediums
- Over half the core audience stated that both the Bus and TV adverts made them more likely to consider trying Aero bubbles
- Not only did the campaign create desire, but consumers who saw the advertising were more likely to have actually tried both varieties of Aero bubbles in the last 3 months. Significantly it was those consumers who saw the adverts on both Bus and TV who were the most likely to have tried Aero bubbles
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