Campaign first for JCDecaux's Profiler
JCDecaux is running its first campaign using the Profiler audience planning tool that was unveiled at its autumn conference. Car manufacturer Subaru has booked a national campaign through Brilliant Media and Kinetic to run for a month on 100 Premiere billboards.
The Profiler tool establishes the profile of the audience passing each of JCDecaux’s large-format sites, as opposed to taking data in the traditional manner of assessing who lives in the site’s immediate area. Subaru asked for its campaign, for the new Impreza, to be posted on sites that would reach young, upmarket urbanites. Profiler then selected Premiere billboards indexed against urban travellers and upscale city flat dwellers with a male bias. The company has now taken sites in several major cities including London, Manchester, Liverpool, Glasgow and Birmingham.John Fossey, marketing manager at Subaru in the UK, said the new method would allow him to target consumers more effectively and reach them at all points of their journey.
The Profiler tool establishes the profile of the audience passing each of JCDecaux’s large-format sites, as opposed to taking data in the traditional manner of assessing who lives in the site’s immediate area. Subaru asked for its campaign, for the new Impreza, to be posted on sites that would reach young, upmarket urbanites. Profiler then selected Premiere billboards indexed against urban travellers and upscale city flat dwellers with a male bias. The company has now taken sites in several major cities including London, Manchester, Liverpool, Glasgow and Birmingham.John Fossey, marketing manager at Subaru in the UK, said the new method would allow him to target consumers more effectively and reach them at all points of their journey.
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