 Case Study: Major Petroleum Company
The Issues
- Mobil wanted to run a targeted billboard campaign for “fast lane customers” – more frequent fuel purchasers
- Above the line dollars spent without knowledge or certainty of impact ?
The Solution
- Analysis of customers peak time drive routes in MapInfo
- Only 2 billboards used – one in Sydney, one in Melbourne
- Very high volume locations for “fast laners”
- Supporting National Television “Harrier” campaign
- Allowed significantly higher creative spend due to media savings
- Campaign generated highest Mobil unprompted recall in an Australian campaign
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