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Proving the Sales Effect of JCDecaux Citylights
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Proving the Sales Effect
of JCDecaux Citylights
Data modelling to prove the effect JCDecaux Citylights had on driving Pixie sales
Case studies are a way of sharing knowledge, they are not a guarantee of achieving the same results.
This media effect study is the result of a collaboration between JCDecaux, Nespresso and Zenith Optimedia. All analysis was conducted by Quantium.
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IntroductionNespresso 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.
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).
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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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MethodologyQuantium’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.
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.
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Summary of ResultsJCDecaux 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%.
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2 6 10 14 18 22 26 30 34 38
Outdoor impressions per 100 people (4 weeks)
As impressions increase
Average uplift – outdoor advertising
42 46 50 54 58 62 66 70 74 78 82 86 90
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The average uplift in sales within postcodes delivering a high number of outdoor ad impressions over a four week period exceeds 850%
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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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2 6 10 14 18 22 26 30 34 38
Outdoor impressions per 100 people (4 weeks)
As impressions increase
Average uplift – outdoor advertising
42 46 50 54 58 62 66 70 74 78 82 86 90
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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
Saturation point was not reached over the analysis period
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Adstock (campaign effect) was present, even when the campaign was out of market.
A bursting strategy delivered the strongest sales results for Nespresso.
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.
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.
JCDecaux has a long-standing commitment to smarter, more innovative, more targeted, more powerful out-of-home.
We are continually researching to gain greater audience, media, creative and technological understandings, to always provide the most salient,
in-depth knowledge and recommendations to our clients and the industry.
For more insights and innovations from JCDecaux Australia, follow @JCDecauxAus on Twitter
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Melbourne03 9676 2033
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