CASE STUDY: Dune seek to measure the impact of mall advertising
Provided by Clear Channel
The Dune campaign was devised to measure the impact of mall advertising on footfall to Dune during the Christmas period.
What was the Challenge / Background of the Campaign?
Dune knew that using out-of-home media and in mall media increased their brand awareness, drove consumers into stores and increased their sales. In their busiest time of the year, they wanted to run a campaign that would allow them to measure the uplift in footfall, purchasing and brand perception.
What was the Campaign Objective?
To measure the impact of mall advertising on footfall to Dune during the Christmas period.
What was the Solution?
A test campaign along with research was devised to measure the impact of mall advertising on footfall, purchasing and brand perceptions. The test campaign used both a test sample and control sample:
The Test sample was made up of those that had visited a mall with Dune Out of Home advertising during the campaign.
The Control sample included those who have visited a Dune mall/ high street without the Out of Home advertising (within the time frame of the campaign.
What were the Results?
Those exposed to the Poster advertising in malls are +47% more likely to be planning on visiting Dune in the near future, with 1 in 5 having already visited a store.
Poster advertising in malls was effective at shifting brand perception as well as increasing positivity towards Dune.
Poster advertising drove people online and in-store to purchase - 50% made a purchase following seeing the advertising and those aware are +125% more likely to have visited the Dune website following exposure.
What were the Key Learnings of this Campaign?
Using in mall media demonstrates the power and flexibility that out-of-home advertising delivers for brands.