For brands
Leveraging Bus Body Advertising to Drive Successful OOH Campaign
Challenges
Ganten, a renowned brand for natural mineral water, launched an OOH advertising campaign in Shanghai, China. The brand objective was to was to enhance brand awareness and recommendation intention for the product in the targeted areas.
Following the campaign, Ganten wanted to evaluate whether the initial objectives had been successfully achieved and to analyze the role played by the advertising creatives, particularly their effectiveness when displayed on bus bodies.
The challenge for the JCDecaux China team was to support the brand in measuring the campaign's success and identifying how the creatives influenced their target audience.
Strategy
Long-term bus advertising, Ganten's OOH campaign in Shanghai spanned over 50 bus routes, providing comprehensive coverage over 12 of Shanghai's key areas. The strategic use of bus branding was designed to maximize broad visibility.
To assess the impact of Ganten's campaign, JCDecaux China partnered with Attest. They conducted a brand impact survey to provide the brand with valuable insights into the campaign's success.
The survey was deployed among consumers who had visited these 12 Shanghai areas with advertising in the past month, aiming to measure brand awareness, ad awareness, and recommendation intention.
Results
The Attest Brand Impact Survey confirmed the campaign successfully met its goals. Indeed 85% of respondents recalled a Ganten ad in the past month and 97% were willing to recommend the brand’s products.
The bus body strategy significantly boosted visibility, with nearly all respondents reporting they saw Ganten ads multiple times a week, averaging 5.4 times per month.
Additionally, 63.7% of respondents had the strongest impression of the brand logo on the bus. This highlight that bus effectively drive brand recognition and memory by featuring the logo.
In this case, the JCD China team successfully demonstrated to Ganten that bus bodies are highly effective for out-of-home advertising campaigns, significantly boosting brand visibility and consumer engagement.
