Outdoor advertising media company Adshel, today launched a new trade campaign that brings to light (no pun intended) the utter necessity, for brands and advertisers to stand out and ‘shine bright(er)’ during the winter months when less sunlight would usually disadvantage the visibility of out-of-home advertising assets.
With the end of summer and daylight savings, clients are potentially missing out on valuable exposure to audiences during peak evening commutes. In fact, this can be up to 32 per cent of the daily audience they are missing out on which essentially results in the same proportion of their advertising spend that is not being seen.
Emphasising the effects that winter has on the commuter journey including changed behaviours and attitudes during the cooler, darker months, the ‘Shine Bright(er) with Adshel’ campaign urges advertisers to engage commuters (especially peak-hour commuters that represent over 32 per cent) by selecting Adshel as the perfect out-of-home partner on their media plans.
Adshel’s head of marketing Charlotte Valente said, “In order to deliver on the promise of enabling advertisers to ‘shine bright(er) with Adshel’, our suite of quality illuminated products ensures that brands are showcased with optimum quality everywhere, every time.”
The campaign is also giving agency staff the opportunity to win the ultimate illuminating experience at VIVID Sydney including flights, five star accommodation, a VIVID harbor cruise and dinner at one of Sydney’s most iconic restaurants.
Valente continued, “What’s more, Adshel has proved that we are effective and we are the perfect partner to any media schedule.”
The Adshel Effect phase-two research release
Supporting the previously released Adshel Effect research that proved broadcast street furniture campaigns increase campaign effectiveness by as high as 89 per cent, the newly released findings support the value of running a broadcast street furniture campaign alongside other mediums – another way to ‘shine brighter’.
Key findings include:
- TV: Running an Adshel street furniture campaign alongside a TV campaign increases purchase intent by 60 per cent on top of a TV campaign run on its own
- ONLINE: Running an Adshel street furniture campaign alongside an online campaign increases intrigue by 38 per cent on top of an online campaign run on its own
- RADIO: Running an Adshel street furniture campaign alongside a radio campaign increases loyalty by 29 per cent on top of a radio campaign run on its own
- PRINT: Running an Adshel street furniture campaign alongside a print campaign increases advocacy by 28 per cent on top of a print campaign run on its own
Valente said of the research, “The launch of Adshel’s ‘Shine Bright(er) with Adshel’ campaign demonstrates our commitment to show advertisers the true value of Adshel’s portfolio of product solutions to light up their messages.
“The campaign, backed up by the findings from one of our most ambitious research studies to date, proves how with our assets we can collaboratively work with other media to give advertisers the best results.”
This research is the second in a series of releases as part of one of the most extensive research and insights projects Adshel has ever taken.