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Case Study by Exterion Media

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Case Study by Exterion Media Case Study No. 4 of 4 All England Lawn Tennis and Croquet Club Case Study Challenge To drive positive perceptions of AELTC and Wimbledon tennis tournament The Results 90% 60% 74% of Wimbledon Station users of respondents that recalled the of respondents that recalled the recalled the ad campaign ads from Wimbledon Station ads from Southfield Station said said that they felt more excited that they felt more excited for for the Wimbledon tournament the Wimbledon tournament CAMPAIGN RECALL AELTC of those who had visited Wimbledon Station 90% recalled the campaign Case Study of those who had visited Southfields Station 87% recalled the campaign Exterion Media’s campaign was used to drive CALL TO ACTION CORRELATES WITH POSITIVE PERCEPTIONS Base: used Wimbledon Station (86) used Southfields Station (54) positive perceptions of the Wimbledon Respondents who felt excited about the tournament were more likely to take action tournament POSITIVE PERCEPTIONS whilst the campaign was live Felt excited Did not feel excited THE EXECUTION of those that recalled the ads from 84% Wimbledon or Southfields station said that 67% In July 2018, the AELTC ran a campaign on Exterion Media formats in 68% they felt excited for the Wimbledon Took action 60% London. tournament whilst the SIG campaign was They ran multi-format campaign across Wimbledon train station and live 20% Southfields London Underground station as well as an event shuttle-bus. Those who had combined station exposure felt more excited for the tennis The sponsors of Wimbledon included; an ice cream brand, a car brand and a tournament after seeing the Wimbledon or the Southfields ads coffee brand. Sponsor; Car brand Sponsor; Coffee brand nd th The campaign ran from July 2 -15 2018, with interviewing taking place Felt excited Base: Took any action Car brand (61) Took no action car brand (25) Took any action coffee brand (54) Took no (32) action th nd coffee brand between July 16 – 22 2018. for the 66% +17% 83% SIG tournament In order to capture the effectiveness of this campaign, we measured campaign metrics in association with Dipsticks Research. The sample consisted of 257 respondents: Visited either station Visited both stations FUTURE CONSIDERATION Base: Recall Wimbledon or Southfields (87) Visited both stations (41) Visited either station (99) 257 London respondents – respondents must live in OR work in/visit London Ad recall at Southfields station lead to significantly higher future consideration of at least three times per week AND have used the London Underground in the Recall of multiple elements of the campaign lead to increased positive the ice cream brand sponsor. last 2 weeks perceptions Recall Any Recall All The sample included: • 86 Wimbledon Train Station users – must have entered or exited the 97% of those who recalled the ads for the ice train station in the last two weeks 95% 95% cream brand from Southfields Station 87% 87% • 54 Southfields Underground Station users – must have entered or 83% 82% SIG 75% would purchase the product in the next exited the tube station in the last two weeks 71% few weeks (vs. 13% who did not recall) THE RESULTS Base: Recall Southfields ice-cream brand (43) No recall Southfields ice cream brand (11) Exterion Media’s campaign proved to be highly effective at driving positive perceptions of the Wimbledon tournament. These I enjoyed the The Wimbledon It feels like the ad The Wimbledon CONTACT atmosphere the tournament campaign campaign is part of the tournament campaign positive perceptions increased future consideration and interaction of Wimbledon tournament improved the station Wimbledon tournament felt relevant to me the tournament sponsors amongst those who recalled the campaign. campaign created at the environment experience For more information regarding advertising campaigns with Exterion Media please station contact [email protected] 0207 428 3609 Base: Recall any creatives (87) Recall all creatives (37) LOW BASE SIZE Any mention of ‘significance’ made refers to statistical significance. Statistical significance is used to refer to a result that is unlikely to have occurred by chance and in this case is tested using chi-square. SIG.
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