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CASE STUDY: Nozzle pumps drive Ambi Pur Car sales

Provided by Outdoor Advertising Association of Great Britain
Nozzle pump advertising gave sales of Ambi-Pur Car a turbo boost!

Tell us about the Opportunity / What is it?

When Ambi Pur Car wanted to target motorists it chose the petrol forecourt as a prime target for a direct marketing push. Ambi Pur Car air freshener has historically used TV to target housewives but wanted to find a medium that hit male drivers. In June 2003 a new creative for three variants, Pacific Air, After Tobacco and Aqua, were sited on Alvern Media's network of petrol pump nozzles. The aim was to use the proximity to point of purchase to drive sales of the in-car air freshener.

What is the Marketing Objective?

Gain trial

How does it work?

The success of the campaign was measured by its ability to drive sales on the forecourt. EPOS data from two of the four major retailers showed impressive results with strong sales increases month on month. The best set of retailer results showed sales for all varients increased by more than 100% month on month. Even the least successful chain boosted sales by more than 40%. An additional benefit of the campaign was that Ambi Pur also boosted sales of its fragrance refill packs. At one retailer sales were up by more than 75%.

Who's used it in the past?

Outdoor has been used cross format by many key advertisers including Ford H & M, and Harry Potter. For more great case study examples visit our case study library at www.oaa.org.uk.

Features / Benefits

EPOS data from two of the four major retailers showed impressive results with strong sales increases month on month. The best set of retailer results showed sales for all varients increased by more than 100% month on month. Even the least successful chain boosted sales by more than 40%. An additional benefit of the campaign was that Ambi Pur also boosted sales of its fragrance refill packs. At one retailer sales were up by more than 75%. The campaign achieved its goal of successfully targeting motorists and gave sales of Ambi Pur Car a turbo-boost.

Guide PriceReach & FrequencyTarget AudienceMedia Types
Contact for details26,790 pump nozzles
25 - 34
35 - 44
Male
AB
ABC1
NON-TRAD OUTDOOR
OUTDOOR
LocationTimingsMarketing ObjectiveOpportunity Type
NATIONALAll YearDRIVE TRIAL
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