Proving the Sales Effect of JCDecaux Citylights

Proving the
Sales Effect
of JCDecaux
Citylights
Data modelling
to prove the effect
JCDecaux Citylights
had on driving
Pixie sales
This media effect study is the result of a collaboration between JCDecaux,
Nespresso and Zenith Optimedia. All analysis was conducted by Quantium.
Case studies are a way of sharing knowledge, they are not a guarantee of achieving
the same results.
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Introduction
Nespresso launched Pixie, their new coffee machine, utilising
a multi burst media campaign of predominately Outdoor and
Magazines. Chosen as the only out-of-home provider, multiple
bursts of JCDecaux Citylights were implemented for their close
proximity to Nespresso brand stores and broader coverage across
surrounding metro precincts.
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The media was supported with Sales
Promotions, and underpinned with a
thorough Search strategy. In addition
there was an umbrella brand strategy in
market in the form of a Nespresso brand
TVC (which featured George Clooney).
This modelling project was
borne out of JCDecaux’s
desire to isolate and
prove the effect of its
Citylights network – the
project’s success relied
upon Nespresso’s layered
but clean marketing
communications plan
for the launch of Pixie
and Quantium’s rigorous
approach to media analytics.
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Methodology
Quantium’s sophisticated proprietary toolkit
enabled a highly granular approach. Data was
extracted from a number of sources – electronic
transaction data from NAB, sales reporting
(by store by product), actual media exposure
utilising household travel data and media
footprints by postcode.
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This multivariate analysis allowed the impact of certain
variables to be measured and accounted for, ensuring all factors
in the model were considered. This meant that sales uplift could
be correctly attributed. In addition, media impact was based
on exposures rather than spend, therefore cancelling out any
seasonal or negotiation factors.
Summary of Results
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JCDecaux Citylights
significantly impacted
sales of the Nespresso
Pixie, with frequency
increasing sales effect.
In measuring exposure to outdoor
advertising the study found that as
impressions increased, sales uplift
increased significantly. In a postcode
with 86 impressions (per 100 people)
over a four week multi-burst period,
the average uplift in sales is over 850%.
The average uplift in sales within postcodes delivering a high number of
outdoor ad impressions over a four week period exceeds 850%
Average uplift – outdoor advertising
12
10
8
6
4
2
2
6
10
14
18
22
26
30
34
38
42
46
50
54
58
62
66
70
74
78
82
86
90
Outdoor impressions per 100 people (4 weeks)
As impressions increase
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2
JCDecaux Citylights (outdoor) was deemed to be the most effective campaign channel
and saturation point was not reached.
In terms of media influence analysis
showed that advertising in magazines
had a positive effect on Pixie sales,
however the scale of the uplift was
not as high as attributed to outdoor;
even after a six burst maintenance
campaign, this investment had not
reached saturation levels and it was
recommended that further bursts
would continue to drive sales effect.
This suggests that more bursts of
advertising or potentially a greater
number of panels could have had an
additional positive effect on sales for
Nespresso. This is not to say that an
endless increase in outdoor advertising
would endlessly increase sales uplift,
rather the investment made across six
bursts did not reach the point where
exposure to the medium no longer
impacted sales.
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Saturation point was not reached over the analysis period
Average uplift – outdoor advertising
12
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Over the analysis period, the saturation point
was not reached – suggesting that bursts of advertising
or potentially a greater number of panels
could have had an additonal positive effect on sales
8
6
4
2
2
6
10
14
18
22
26
30
34
38
42
46
50
54
58
62
66
Outdoor impressions per 100 people (4 weeks)
As impressions increase
70
74
78
82
86
90
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Adstock (campaign
effect) was present, even
when the campaign was
out of market.
Campaign decay was isolated within the
model and it was determined that the
sales effect of outdoor was present up to
four weeks from when the advertising
was in market.
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A bursting strategy
delivered the strongest
sales results for
Nespresso.
Data analysis suggested that there is
benefit in advertising with bursts within
two or three weeks of each other.
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Correlation between the location of retail outlets and sales results.
Quantium were able to test whether the effect of outdoor varied between Sydney and Melbourne. The
analysis showed that, for the same number of impressions, the uplift in sales was greater in Sydney,
and this outcome took into account the fact that Sydney is a bigger market than Melbourne. At the
time of activity, Nespresso had a far greater brand penetration and shop front presence in Sydney
(four flagship stores versus one in Melbourne) meaning that the Citylights placed in retail precincts in
Sydney provided greater proximity to Nespresso outlets and greater sales of Pixie resulted.
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Would you like to know more?
Please contact us if you would like to discuss this case study in greater detail.
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more targeted, more powerful out-of-home.
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and technological understandings, to always provide the most salient,
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