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Measuring Campaign Recall Across Demographics for .ING Direct

In 2011, .ING Direct launched a campaign aimed at measuring recall across various demographics through outdoor advertisements. The objective was to evaluate how well the campaign resonated with different groups, including people aged 18-24, daily public transport commuters, CBD workers, and males. The results showed a strong resonance, with recall rates of 60% among younger individuals, 58% for commuters, and 53% for CBD workers, while 51% of males and 43% of individuals aged 40-54 also recalled the campaign.

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Measuring Campaign Recall Across Demographics for .ING Direct

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  1. ING Direct Campaign: Rate Check Agency: UM Year: 2011 Source: APN Outdoor Objective: To measure the campaign recall by format across multiple demographics. Audience: Total People Strategy: Portrait Side Results: This campaign resonated strongly with: • People 18 – 24 – 60% • Daily public transport commuters – 58% • CBD workers – 53% • Males – 51% • People 40 – 54 – 43%

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