The full-motion campaign utilised 50 Nexus Digital Screens to drive awareness of Fiat’s Professional vehicle range.
Face-to-face interviews were conducted at several Motorway Services sites to gauge awareness and recall of the advertising, plus other behaviours.
The target audience was SMEs who were either van drivers or those involved in van purchase decisions.
•58% of respondents had significant or meaningful input into van purchasing.
•85% of drivers were consulted about buying a new van.
ADVERTISING AWARENESS AND RECALL
Van advertising was seen by 56% of respondents, a massive 77% of whom recalled Fiat as the make or model without prompting. Prompted recall was an excellent 66%.
A very impressive 23% of decision makers said that the advertising increased the likelihood of them buying a Fiat van.
73% of respondents saw van advertising at Motorway Services as appropriate.
Source: Market Management