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 Bai

​​​​Case Study

Metal fortress Radio Mobile Campaign    
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Significant Results

  • The campaign was considered a huge success by the client, with significant lifts recorded for both designated KPIs.​
  • Across the three markets, aided awareness increased by an average of 19% and trial increased by an average of 8%. 
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Explore Case Study in Detail
  • Highlights
  • Details
  • Rationale
  • Results

Highlights

The primary objective of Bai’s campaign was to raise awareness and trial amongst the target, “Conscious Authentics,” in New York, Chicago and LA. Twenty percent of the total media budget was allocated to OOH. The campaign was a success, with significant lifts recorded in both KPIs; across the three markets the aided awareness increased by an average of 19% and trial increased by an average of 8%.

Details

Twenty percent of total media budget was allocated to OOH.

  • Campaign Flight:Jan-March & April-Sept, 2016
  • Markets: New York, Chicago & Los Angeles
  • Media Buy: Bulletins, Digital, Walls, Subway, Bus, Metro Lights, Shelters and Bike Shares. Additional media support included TV and digital media.

Rational

Prior to the campaign, an emerging beverage brand, Bai, lacked awareness and trial amongst consumsers compared to its competitors.

Results

  • The campaign was considered a huge success by the client, with significant lifts recorded for both designated​ KPIs.
  • Across the three markets, aided awareness increased by an average of 19% and trial increased by an average of 8%. Market specific results listed below​.
Bai OOH results
 
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