Increasing Brand Visibility – Jim Beam

Campaign objective:

To increase awareness and in turn drive purchase.

Campaign Solution:

  • Full bus back campaign
  • One-month duration
  • Auckland, Wellington, Christchurch
  • Target: males 21-45 yrs, with core target of males 21-25 yrs.

Key Campaign Results:

  • 109% increase in awareness
  • 8% increase in preference for Jim Beam. Amongst Jim Beam’s core target, 75% of this audience prefer or insist on Jim Beam when purchasing bourbon
  • 7% conversion to enter the promotion being advertised
  • 50% likely to purchase Jim Beam bourbon within 3 months of viewing the advertisement.