JCDecaux measured Beefeater Gin campaign impact in Spain
A digital out-of-home (DOOH) campaign by JCDecaux Spain and Attest boosted brand awareness for Beefeater Black gin and strengthened its premium image in two Spanish cities.
A digital out-of-home (DOOH) campaign executed by JCDecaux has successfully reinforced the premium brand positioning and enhanced the perception of Beefeater Black gin among its target audience in Malaga and Seville, Spain.
The campaign, commissioned by Pernod Ricard, aimed to reach individuals aged 18-44. The objective was to highlight the premium credentials and aromatic qualities of the Beefeater Black gin brand.
Running for two weeks in winter 2024, the campaign utilized 170 digital screens strategically placed in high-traffic areas across both cities. To evaluate its effectiveness, JCDecaux Spain conducted pre- and post-campaign brand impact studies with the panel provider Attest, measuring KPIs such as awareness, consideration, and purchase intention.
Post-campaign measurements indicated an average increase in brand awareness of 6.2 percentage points, reaching 72%. A majority of respondents who recalled seeing the campaign perceived the brand image positively and as original. Furthermore, over two-thirds of those who remembered the advertisement expressed willingness to try or recommend the product.