Increasing Brand Visibility – Jim Beam

Campaign objective:

To increase awareness and in turn drive purchase.

Campaign Solution:

• 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.