When Ambi Pur Car wanted to target motorists it chose the petrol forecourt as a prime target for a direct marketing push. Ambi Pur Car air freshener has historically used TV to target housewives but wanted to find a medium that hit male drivers. In June 2003 a new creative for three variants, Pacific Air, After Tobacco and Aqua, were sited on Alvern Media's network of petrol pump nozzles. The aim was to use the proximity to point of purchase to drive sales of the in-car air freshener.
The success of the campaign was measured by its ability to drive sales on the forecourt. EPOS data from two of the four major retailers showed impressive results with strong sales increases month on month. The best set of retailer results showed sales for all varients increased by more than 100% month on month. Even the least successful chain boosted sales by more than 40%. An additional benefit of the campaign was that Ambi Pur also boosted sales of its fragrance refill packs. At one retailer sales were up by more than 75%.
Outdoor has been used cross format by many key advertisers including Ford H & M, and Harry Potter. For more great case study examples visit our case study library at www.oaa.org.uk.
EPOS data from two of the four major retailers showed impressive results with strong sales increases month on month. The best set of retailer results showed sales for all varients increased by more than 100% month on month. Even the least successful chain boosted sales by more than 40%. An additional benefit of the campaign was that Ambi Pur also boosted sales of its fragrance refill packs. At one retailer sales were up by more than 75%. The campaign achieved its goal of successfully targeting motorists and gave sales of Ambi Pur Car a turbo-boost.
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