Campaign Objective:
Admiral wanted to raise awareness of their new car insurance designed for homes with 2 or more cars called Admiral Multicar

Media:
200 x 6 Sheets at 33 Motorway Service Areas nationwide

Research objectives
200 face to face interviews at 3 Motorway Service areas to gauge recall and awareness of 6 Sheets, creative opinions, and measure appropriateness of environment & audience. Admiral also wanted to look at responses of people who owned one car & more than one car separately.

200 control interviews were also held to measure the pure effect of the advertising.

Effectiveness:
66% of respondents had more than one car.
38% of respondents with more than 1 car recalled 'poster advertising for car insurance' at the MSA
74% of respondents with 1 car & 82% of respondents with more than 1 car recalled Admiral as the name of the advertiser
When prompted, 60% of respondents with 1 car recalled the Admiral advertisement
74% of respondents thought the message of the poster was very clear 90% of respondents thought Motorway Service Areas were an appropriate place to advertise for Admiral
37% of respondents said they would definitely consider Admiral when it next came to renewing their car insurance.
95% of the respondents were involved in buying car insurance for their household- demonstrating excellent synergy with audience

*Admedia independent research in conjunction with Market Management