Driving Brand Awareness – Bluebird
Campaign objective:
To drive awareness of the new ‘Kiwi As’ range and to reinforce Bluebird’s iconic kiwi positioning.
Campaign solution:
- Broadcast medium weight Adshel campaign
- Proximity placement to supermarkets and other points of purchase
- Two week duration
- Research Market: Auckland
- Target: 18 – 49 year olds
- Other media used: TV
Key campaign results:
- 37% awareness overall, 77% in the target market
- Strong message out-take
- 40% thought the ads were for a new or different chip/flavour
- 49% of those who recognised the Adshel execution had also seen the ad on TV, vs 35% of the total sample.
