Content: ASTAG

Out of Home Media Performance

Out of Home: Reach the young target group
ASTAG succeeded with interactive teaser campaign

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Customer

As the national umbrella organization for the transport sector, the Schweizerische Nutzfahrzeugverband ASTAG (Association suisse des transports routiers) represents the industry's interests in the spheres of business and politics. The vocational training system is a key element of the association's work which aims to ensure suitably qualified new staff for the industry.

 

The challenge

The career of a truck driver is challenging and interesting. ASTAG members therefore organize open days from time to time, at which they give young people an insight into their companies and explain the variety of career opportunities available. The association wanted to make its target audience aware of this offer by means of a teaser campaign.

 

Implementation

  • Media mix: Out of Home advertising, radio & print, emphasis on Out of Home
  • Out of Home advertising formats: hanging display (traffic), world format F4, City format F200
  • Target group commuters: strong advertising presence in vehicles operated by Bernmobil, Verkehrsbetriebe Biel, STI Thun, RBS Berne-Solothurn and Postbus, as well as at train stations
  • Eye-catching presentation of message, text message mobile response option
  • Measurement of advertising effectiveness using post-test PPI, special survey by APG|SGA Traffic
 

Result

50% of ASTAG's target group (15-29 year-olds) had seen the ads on trams and buses. 70% of the men who had seen the ads found the image featuring "Stucki Chrigu" good or very good. Thanks to the text message response option, 515 people registered on the ASTAG website within a week. Michael Gehrken, who as Director of ASTAG AG was responsible for the campaign in 2014, said: "With the hanging poster campaign on trams and buses we wanted to motivate young people to consider the vocational training opportunities available in the transport industry. The success shows that this is an excellent way of reaching the younger generation in the public space."

 

 

 

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An exciting teaser
+ eye-catching statement
+ appealing testimonial
= more effective poster campaign

Download

 

 

Research facility

PPI – A Post-test Tool for Practical Use
Real-world monitoring and benchmarking

Scope and objective of study

The Poster Performance Index PPI measures the advertising effectiveness of poster campaigns according to three criteria:
Recall (aided)
Brand recognition
Campaign appeal

The PPI is a service tool for APG|SGA customers. For the advertiser, it is a convenient monitoring and benchmarking instrument that, in addition to the customary calculation of reach, opportunities to see (OTS), advertising pressure (GRP) and cost per 1000 OTS (CPM)1 as quantitative metrics, also allows a rating of the qualitative effectiveness of poster-based communication. The PPI study relies on recurring surveys whose results are systematically integrated in a database differentiated by industry. The constantly growing breadth of the database enables advertisers to continually enhance the efficiency of their poster communication.

1 For APG|SGA, the specific SPR+ poster contact rating is the decisive factor in pricing roadside and train station panels. More information on SPR+ Swiss Poster Research Plus:  www.spr-plus.ch


Special test setup: APG|SGA Traffic

  • Interview regions: conurbations Berne, Biel, Thun
  • Random sample, representative: 388 people who spent time in the target area of Berne, Biel or Thun in the past 14 days and used public transport on at least three days of the week
  • Age: 15-59 years
  • Participants: people who travel and live in the survey area
  • Procedure: personal online interviews straight after the end of the poster campaign. Duration: maximum 15 minutes. Carried out by: Innofact AG (Zurich)

Questions/topics

  • How many people can remember seeing the advertising campaign in a public transport vehicle?2
  • Can they associate it with the correct brand?3
  • How high is the acceptance level?
  • Are there differences between the sociodemographic target groups?
  • Are there differences relating to the type (public transport user, pedestrian, car driver), reason (journey to work, journey to school, etc.) and time of travel?
  • Where was the advertising noticed outside of public transport vehicles?

2 Aided recall
3 Brand sender anonymized in the visual