Listerine advertised on TV throughout 2009 and added Outdoor to the mix from 9th-22nd Feb in order to maintain brand awareness, build on the “Deeper Clean” brand equity and ultimately drive sales
Digital Escalator Panel morning commuter pack (6am-10am) and 950 London Bus Supersides were used
The commuter DEP packs were selected particularly to reach consumers at an ideal time of day having recently got up. Bus aimed to reach consumers near to point of sale whilst adding stature to the overall campaign
Research was carried out with the key target audience of 25-44 ABC1 women, all of whom had used DEP stations during the campaign period between 6am-10am
Some of the key findings were:
- The Outdoor campaign achieved excellent coverage with 68% of ABC1 25-44 women seeing Listerine Outdoor adverts. 58% of those using the digital stations saw the DEPs and 45% saw the Bus Supersides. Significantly the Outdoor campaign added incremental cover to the long running TV campaign with 7% of target audience being reached only by Outdoor
- Recognition of “there’s no deeper clean than Listerine” slogan increased substantially after the campaign
- A massive 66% stated that the DEP campaign would make them more likely to consider using Listerine in the future whilst the figure for Bus was also very high at 54%
- 76% of the target audience stated that the morning DEP commuter pack was a good time to advertise – they gave reasons such as reaching them early in the morning when they are thinking about their breathe and reaching millions of commuters
- In terms of sales, claimed usage of Listerine in the last 3 months increased from 39% pre to 46% post - a significant increase
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