WE DROVE A 50% AIDED RECALL FOR FLORIDA'S DEPARTMENT OF TRANSPORTATION SAFETY CAMPAIGN.

The Florida Department of Transportation (FDOT) wanted to understand how well their campaign for pedestrian and bicycle safety “Alert Today Alive Tomorrow” would resonate with consumers and if would have an impact on how they think about pedestrian and bicycle safety moving forward.

INSIGHTS

RESULTS

50%

Aided recall for seeing OOH ads.

70%

Will or have taken an action as a result of seeing the OOH ad.

74 %

Think differently or are impacted in decision making when it comes to bicycle and pedestrian safety.

SOURCE: OUTFRONT COMMISSIONED STUDY WITH MFOUR, DEC. 2019

DISCLAIMER: OF COURSE, THE RESULT OF ANY CASE STUDY ARE SPECIFIC TO ITS FACTS.  WE CAN’T GUARANTEE THAT ANY OTHER CAMPAIGN WILL DRIVE SIMILAR RESULTS, INCLUDING INCREASED TRAFFIC, END-USER ACTIVITY (CLICK-THROUGH OR SECONDARY-ACTION RATES), OR REVENUE.

 
 
STRATEGY & TACTICS

THE FACTS

Strategically Placed

The Florida Department of Transportation campaign ran in three key Florida markets (Jacksonville, Tampa, and Miami) and utilized billboards, buses, bus shelters, and trolleys.

Duration

The campaign ran for four months, beginning on May 27, 2019 and ending September 29, 2019.

Note: Measurement of the campaign did not begin until June 12, 2019, but ran through the end.

Measurement

We partnered with MFour to execute a mobile survey. Measurement began by geo-fencing all of the billboards in the campaign. Consumers in MFour’s double opt-in panel, “Surveys on the Go,” allowed MFour to passively track their location. Through GPS or RFID signals, MFour is able to tell when a consumer’s phone breaks the geofence for an OOH unit. The person then receives a survey asking questions about the brand and the ad.

CASE STUDIES

ADDITIONAL CASE STUDIES

Thank you!