To increase awareness and in turn drive purchase.
- Full bus back campaign
- One-month duration
- Auckland, Wellington, Christchurch
- Target: males 21-45 yrs, with core target of males 21-25 yrs.
Key Campaign Results:
- 109% increase in awareness
- 8% increase in preference for Jim Beam. Amongst Jim Beam’s core target, 75% of this audience prefer or insist on Jim Beam when purchasing bourbon
- 7% conversion to enter the promotion being advertised
- 50% likely to purchase Jim Beam bourbon within 3 months of viewing the advertisement.