Measuring the impact of an OOH campaign on brand image: the case of JCDecaux

JCDecaux and Avène surveyed 870 respondents in France to measure the actual impact of a national OOH campaign on brand awareness, brand image, and purchase intent.

Customer need

Avène, a French reference brand in dermo-cosmetics, wanted to take advantage of the summer period to promote its new 100% Invisible Sunspray and strengthen brand consideration in France, among women aged 25 to 49.

For JCDecaux, the challenge was to support Avène in measuring the actual impact of this campaign on key brand and behavior indicators, beyond just the visibility of the device.

Methodology

• Target : 870 respondents, adult general public in activated cities
• Geographical scope: France, 23 cities and their urban areas
• Field duration: 8 days
• Recruitment: Social media
• Survey methodology: Quantitative study

Study findings

• An increase in brand awareness of +9 points nationally after exposure to the campaign.
• Among respondents who recognized the campaign, an increase in purchase intent for the 100% Invisible Sunspray of +20 points.
• Among these same respondents, a perceived product quality improved by +12 points.
• A campaign perceived as highly motivating for purchase, enhancing both product visibility and consumer confidence in its effectiveness for summer.

Purpose

This study allows JCDecaux, with Avène, to objectify the concrete impact of a national OOH campaign on brand indicators and purchase behavior. JCDecaux has quantifiable proof of its device's performance, which can be valued with its advertisers.