JCDecaux

Subaru is launch advertiser of outdoor planning tool

18 January 2008

January 10 2007, Subaru will become the first advertiser to use JCDecaux’s ground-breaking Profiler audience planning tool that targets people on the move. The national outdoor advertising campaign promotes the new Subaru Impreza WRX STI Type UK and was booked through the Manchester-based Brilliant Media agency and Kinetic.

 The campaign will run in two waves from 15 January to 10 February. With a brief to reach young, upmarket urbanites, the Profiler selected 100 Première billboards nationwide indexed against urban travellers and upscale city flat dwellers with a male bias. Billboard sites that reached this highly mobile audience included sites in London, Manchester, Liverpool, Leeds, York, Glasgow and Birmingham. Formats included Première 400 and Première 200 billboards. In a media first for the outdoor industry, JCDecaux’s Profiler selected poster sites according to the precise profile of the audience that passes each site, rather than where the billboard is located, providing the most sophisticated audience targeting in outdoor. 

John Fossey, Marketing Manager at Subaru (UK) said “Outdoor is all about reaching the right people as they travel for work and leisure. Previous targeting of outdoor relied on looking at where our audience lives. This new method allows us to target them much more effectively, reaching them at all points of their journey."

JCDecaux also supplied a number of billboard sites that targeted the audience within a 30 minute drive-time of Subaru dealerships and selected a number of Première 1000 billboards to provide stand out in central London and Manchester. JCDecaux has built a profile of every billboard site and the people that pass it, based on travel patterns modelled by the Oxford Retail Consortium.