Case study: Reaching the masses through outdoor advertising

Case study: Reaching the masses through outdoor advertising
By adapting its offering to specific client demands, Adshel achieved significant results in brand awareness and consumer purchasing habits for Progressive Enterprises

The journey to work can be boring. Break the monotony by checking out the ever-changing advertising campaigns on the street. Street furniture advertising is ubiquitous and according to Adshel, a leader in the outdoor media market, many commuters actually enjoy the break from their travel routines which out of home advertising provides... Plus, it works for the client.

Clients have long valued Adshel’s position as an awareness medium. With over 3500 panels nationwide, Adshel’s core strength is its ability to generate mass awareness for a brand or product, 24 hours a day.

“While most media rely on the consumer to purchase a magazine or turn on the TV, out of home isn’t usage dependent,” says Pauline Hanton, Sales Director. “It can’t be channel-surfed, logged off or tuned out. Audiences opt in by choice, which has a much stronger and valuable connotation to it.”

Client objective: Driving ’em in store
In 2009, Progressive Enterprises Limited enlisted Adshel as its main media channel to promote its Midweek and Weekend Windback offers.

Having consolidated the Countdown, Woolworths and Foodtown supermarkets under the one Countdown brand, Progressive and Ogilvy developed creative for the brand’s Weekend Windback promotion, giving shoppers short-term discounts on top-selling products.

The Onecard Windback promotions were designed to give customers not only discounts but also points to drive consumers toward receiving cash rewards.

Solution: Flexibility in posting
The first Countdown, Woolworths and Foodtown Weekend Windback campaign ran on Adshel in July 2009 and poster change-outs had to be done every Monday and Thursday morning so the correct retail offering was always displayed.

“To accommodate Progressive’s frequently changing messages, Adshel applied a more flexible installation process,” says Hanton. “Traditionally we post fortnightly on a Sunday. Our processes had to be tightly managed to ensure posters were changed out within a strict timeframe. The move away from our standard two-week posting period and the opportunity to place a ‘mid post’ has been key to the success of the Progressive campaigns.”

To ensure their advertisements stood out and reached the intended audience, Progressive used Adshel’s FMCG pack, one of seven tailored campaign packages. The FMCG package targets key consumers en route to supermarkets. Sites are located directly outside and within a 250m radius of key supermarkets across main centres, triggering consumer response during the shopping trip.

The key to effective out of home advertising is the offer and the simplicity of the communication creative. The medium is the message, and getting the creative right delivers effective, clutter free out of home.

Progressive leveraged a number of Adshel’s guidelines for effective outdoor advertising which include simplicity, use of colour, contextual relevance and impact. The Progressive ads were easy to understand, noticeable and had a strong call to action, which the Adshel executions essentially helped boost.

Adshel’s Progressive Windback campaigns have resulted in a complete change in consumer behaviour. Commuters are being driven in store, and people are looking out for the ads, with most altering their shopping behaviour as a result.

“When we researched the Progressive campaign last November, we found that it not only generated a superior recall result, but it also evoked incredibly positive perceptions of Progressive,” says Rochelle Weaver, responsible for marketing and research at Adshel New Zealand. “When shown the Adshel executions, fifty-seven per cent of our sample recalled seeing the campaign up on Adshel. Our benchmark average is twenty-eight per cent. Not only that, seventy-two per cent of those who recalled the ad said it had encouraged them to go to Countdown, Woolworths and Foodtown. The campaign also improved over fifty per cent of people’s opinions towards these supermarkets.”

Adshel’s research also suggests Progressive’s combined media strategy of TV, Radio and Adshel paid off. “Our research shows that integrating outdoor with other media delivers even stronger results. When Adshel is added to a TV campaign, there’s a significant incremental rise in awareness across all mediums, as was the case with the Progressive campaign” says Weaver.

Over the past five years, Adshel has invested close to $400,000 in research, the lion’s share of this has been invested in post campaign research, measuring a campaign’s recall, creative effectiveness, relevancy and ability to influence buyer behaviour.

“The Progressive campaign achieved some of the best results we’ve ever seen”, says Weaver.

Adshel plays to the strengths of out of home with an offering that enables advertisers to engage with their target audiences and surprise them with new messages and ideas. Whether it is with poster swap-outs like Adshel did for Progressive, consecutive placement for 2 Degrees, or by offering downloadable video and audio content through Bluetooth technology onto their mobile phones at the Adshel bus shelters, by adding an experiential scenario to an outdoor campaign like Emirates did by creating a real-life soccer game in Auckland’s bus shelters or even by custom-designing a bus shelter as was done with the ‘raining bus shelter’ for Kids Can Trust.

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