David and Goliath launch outshines multi-million dollar spenders.

Objectives

Successfully launch a fictitious product to prove the performance capability of our products and identify performance characteristics of the billboard medium that would be used to help advertisers achieve better results sooner.

Solution

Combine a very bold and memorable message and an eight week campaign using one of our launch packs designed specifically to achieve broadcast coverage across Brisbane's population.

Results

On a comparatively small budget and against established brands sustained with million dollar ad budgets the results speak for themselves.

From goa's point of view, advertisers were so impressed that despite a 13% decrease in billboard industry growth we enjoyed a 24.9% increase in revenue over the ensuing months. $812,000 of this new revenue was directly attributed to the Haka Bitter campaign.

Interestingly, some $120,000 in potential revenue was turned away simply because all sites were fully booked. We also observed some wonderful side effects including increased staff morale and confidence amongst our sales people.

Total investment

$75,000 over 8 weeks ($1,339.28 per day).

Eight weeks and a $75,000 investment resulted in high recognition (28%) amongst the people of Brisbane.