APG and Uncle Ben's: Effect of poster campaigns studied
APG conducted a market research study in collaboration with Uncle Ben’s. The goal was to assess the impact of billboard campaigns.
Together with APG, Uncle Ben's launched a poster campaign in French-speaking Switzerland in winter 2010/11 for its "Heiss auf Reis" (Hot on Rice) quick-prepared rice dishes. To support this product, Uncle Ben's joined forces with APG to run a poster campaign in the regions of Geneva, Lausanne, Fribourg, and La Chaux-de-Fonds.
In parallel, a study was designed with the aim of testing the sales-stimulating effect of posters. The evaluation of the results shows: Sales outlets in areas with posters reported up to 44 percent more sales than those without. In addition, the campaign had a long-lasting effect: The above-average sales level in the areas advertised with posters lasted for up to four weeks after the posters went up, APG writes in a statement.
The case study proves that posters have the greatest leverage to increase sales, the report continues. It is part of a comprehensive study conducted in 2010 by APG together with the German FAW Fachverband Aussenwerbung e.V. (Frankfurt/Main, Germany).
