Measuring Success: Bavaria 0.0% Fruity's OOH Campaign in the Netherlands

Campaign's Challenge 

Bavaria wants to analyse the effectiveness of its OOH campaign launched for the new product, Bavaria 0.0% Fruity, in the Homeland region of the Netherlands. The brand's objective is to determine whether the campaign successfully increases awareness and purchase intention for the new product.

To support the brand in proving the success of its OOH campaign, the JCDecaux Marketing Teams aim to conduct brand impact studies. The JCDecaux team wished to provide Bavaria with valuable insights on the attention generated by the campaign and to highlight the effect of the OOH exposure by polling the target audience after the campaign.

Campaign's Strategy 

Bavaria launched a 7 day OOH campaign across 6 cities in the Homeland region. To assess the impact of its new non-alcoholic beverage campaign, the JCDecaux Netherland Team decided to rely on both Attest and the Optix Creative Heatmap solution.

Attest is an audience panel aggregator. Attest enables advertisers to ask questions (quantitative and qualitative questions) to a wide range of customers.  

Optix Creative Heatmap provides insights into the elements that captured the audience's attention within the creative, allowing for a better understanding of the reactions generated by Bavaria's OOH campaign. It also brings a unique combination of AI-driven visual, emotional, and cognitive analyses to precisely understand how the advertising contents capture attention and engage the audience.

The JCDecaux Netherlands Team's creative analysis showed that attention is primarily on the Bavaria shield, then shifts to the surrounding areas and text, with less focus on the fruity text and a general attention shift from bottom to top. This demonstrates the creative's relevance in achieving the brand campaign objectives.

Campaign's Results 

Thanks to Attest panel aggregator, JCDecaux Netherlands launched a survey to measure brand awareness, recognition, brand association, and appreciation of the OOH campaign, polling Homeland's visitors in the past six months who were non-alcoholic beer consumers. The campaign demonstrated a high level of recognition among the target group. 
The survey results collected responses from 392 individuals, with 2 out of 3 respondents indicating they saw the brand's campaign. During this period, the use, consideration, and preference for the product showed to be higher among the reached group, with 1 out 3 consumers surveyed reporting their intention to purchase Bavaria 0.0% Fruity. 

Overall, according to viewer's feedback, the campaign was perceived as striking, clear and fun.