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Case Studyon
Asahi Schweppes
Schweppes undertook a creative refresh and optimised design principles in line with proven best practice for their OOH creative. In doing so they cleared a path within a cluttered category creatively by exceeding category growth for average buyers.
The campaign objective
Across the busiest season for drinks category, Schweppes wanted their range to stand out as the first choice for consumers for any occasion.
Campaign timing:
2 months
Category:
Soft Drinks and Mixers
Active Markets:
National
The oOh! Solution
oOh!’s solution continued a formula success by utilising a multi-format approach to deliver impact and fame as well as influence at the point of purchase. The difference in 2024 compared to 2023 was the addition of new creative executions for the brand in the channel.
What did the oOh! Outcomes data tell us?
Asahi successfully attracted an increase of buyers at a rate that outstripped the pre-campaign period
The distribution of buyers of the Schweepes product are quite even, with Victoria and NSW having the greatest number of buyers.Buyers in QLD did skew to regional shoppers at over 51%, with NSW close behind with only a slight metro skew and still having a healthy regional consumer presence at 38%.
Key Insights:
Key learnings and recommendations
Adding optimising for attention on the move drove great results for Schweppes.
In consultation with POLY, Asahi identified three key areas of opportunity to optimise their creative for their OOH campaign. They implemented tactics that helped the creative grab attention in each format, varied the creative, and maximised digital OOH in using full motion where possible. The results we saw from oOh! Creative Outcomes saw Schweppes outstrip the category during the busiest of seasons in both buyers purchasing during the campaign period and in the number of transactions.
Recommendations to continue to grow sales & penetration
Using contextually relevant creative is a proven tactic in OOH and could be used to tap into more contextual moments or the OOH surrounds for even more variance in creative and overall campaign impact.
Increase formats, especially to reach that more medium and high affluence buyers in Rail and Office where full motion can be expanded.
Really own the season with use of static as well as digital for Schweppes branding alignment. 100% SOT would only increase the dominance during the silly season.
