The Dune campaign was devised to measure the impact of mall advertising on footfall to Dune during the Christmas period.
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.
To measure the impact of mall advertising on footfall to Dune during the Christmas period.
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.
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.
Using in mall media demonstrates the power and flexibility that out-of-home advertising delivers for brands.