Objective

Everyone knows the difference between TV and billboards, right? Not according to the experiences of Keith Carroll at Suzuki. "When we’ve used billboards in the past, one of the most frequently mentioned mediums for seeing our ads was television - but we didn't have any TV at the time."

Keith manages the car department in QLD and northern NSW, with 3.4% of the market share in this region. That's well above the 1.4% market share that Suzuki has in Australia, but Keith thinks he can do better and aims to hit 4% some time this year.

Solution

To build such a strong market presence, Keith takes his advertising very seriously. "To build the brand image of Suzuki is a constant thing that we have to do. Over a long period of time I think we've been more known for some of the models we sell than the name Suzuki." he says, "For example, Swift is an exceptionally well known car, and it is again at the moment. Over the years the name Swift has been almost a brand in itself. The challenge is to build a brand with brands inside it."

Suzuki's just come to the end of a 6 month campaign to launch the New Grand Vitara. "That's a new model car," explains Keith, "The major thing is to get the name New Grand Vitara out there, right next to the name Suzuki. Then the image of the car shows its new style, bigger size and says 'This is a pretty good-looking car!'"

What Suzuki had to say

Keith's had a relationship with goa billboards for about 8 years now, and can attest to the effectiveness of the medium. "When we've got the budget we always include some billboards in the campaign. Not just because we know the people, but I think it's a very good static form of advertising. I feel that most people travel to and from work the same route most of the time. So people are going past all the time and it's reinforcing the brand message 'Suzuki way of life'."

As for goa, Keith says, "They're an easy company to work with; they've always been helpful. Basically, you can sit down and talk to them and work out a result that's best for you. I'm not going to try to tell them how to do it because that's what they're professional at — and that's why we go back to them."

Objective

[the nick team] formed to offer an alternative for people looking for a service based agency dedicated to achieving genuinely exceptional results for its clients. Nick met with goa two years ago with the objective of strengthening their brand in the high end Balmoral, Bulimba and Hawthorne markets. This market is very residential with no billboards in the immediate vicinity, so Nick was looking for the best way to specifically target this market using a board in another location.

Solution

Using ROAM (Research on Outdoor Audience Measurement), goa identified a single billboard located in Kangaroo Point, which reached over 60% of [the nick team]’s target audience, despite being located 2km outside their primary market area. The billboard was utilised on a long term basis, with a copy change every three to four months to reinforce their brand and positioning in the area.

What Nick had to say

Naturally the truest test is results and put simply – business is great!! Clean design coupled with an exceptional location and presence has driven top of mind awareness in our core market. This has become a key part of our marketing mix which I feel delivers excellent, sustainable value. Rarely does a day go by that someone does not comment on the billboard.

Objective

Logan City Council wanted to target Logan City residents in order to build community pride, as well as promoting their innovative new image to residents in surrounding areas. The strategy was long term, and it was envisaged that the campaign would run over several years. It was therefore important that the message remained visual, utilising local people and talent in promoting the community spirit.

Solution

For maximum impact, goa nominated a large selection of both 24 Sheet and Supersite billboards, which were heavily utilised for a few months each year. By having a large number of sites displaying different copy, the campaign saturated the area for a short time only, making it highly memorable to viewers. The recognisable slogan created a consistency of brand between all the various billboards, while the rotation of imagery presented the viewer with fresh creative giving a new point of interest with each viewing.

What David had to say

Over the past four years, Logan City Council has implemented an innovative city image campaign designed to build community pride. Billboards provided an outstanding solution to this requirement and goa’s sites are in excellent locations. Our partnership with goa has been exceptionally successful with the campaign achieving outstanding recognition. Formal research proves billboards have been the most productive and cost effective element of our marketing mix.

Objective

To utilise billboards (in conjunction with other forms of advertising) to meet their changing marketing and advertising needs. Initially, they wanted to reinforce the brand of Brookside by gaining exposure to a vast amount of people. When the image of Brookside changed, they needed a way to introduce their new modern and contemporary image. There have also been specific events and campaigns that needed promotion to produce immediate results.

Solution

goa selected a Trivision site located on a major arterial road, in close proximity to Brookside Shopping Centre. The movement of the rotating panels of the Trivision billboard gives this site extra impact, acting to attract the viewer, while short messages, changed regularly, helped to capture their audience’s attention.

What Jacklyn had to say

We use the billboard primarily for image building, however at times we have used it to call to action promotions and events. To re-enforce the branding of the centre we used bus stop advertising, however to produce call to action results we also use press and radio advertising. I have had many people say to me that they recognized our signature image as they had seen it on a billboard or bus stop. I feel that billboard advertising on a long term basis is the most cost effective advertising, as it reaches the largest number of people for the least amount of advertising dollars. The campaigns always meet our expectations as it is another advertising tool that is cost effective and supports our other advertising.

Objective

In early 2003, Income Pro approached goa with the challenge of increasing traffic through their website and heightening brand awareness. They wanted to capture an active business audience, with a simple, clear message.

Solution

goa selected a premium Supersite billboard on the M1 Motorway, which was identified through ROAM as having thousands of business people pass through it each day in the commute between Brisbane and the Gold Coast.

Results

Instant results measurement through direct website hits allowed Income Pro to check the responsiveness of their campaign – and the emails that followed proved the success rate.

What Anthony had to say

As a small business we easily achieved what we required and our contacts built up in record time. With enquiries greatly exceeding our expectations, we had a lot of work to do! In the insurance industry, getting in front of the client is always the hardest part of our job. However, we now have an effective system, and as a result the clients come to us! We are so impressed with our billboard advertising, due to being so specific to the areas that we work in, that we have organised another four Supersite boards over the coming six month period. We now only need more people on the ground to expand with our company and keep up.

Objective

Raise awareness of the AMA Health and Lifestyle campaign message and encourage event attendees, in strategic locations throughout the Brisbane metropolitan area. The trivision location on Moggill Road proved to be an excellent investment for the event.

Solution

goa billboards provided a number of site options, strategically placed to reinforce the print advertising campaign. Placement allowed a full four weeks exposure prior to the event. The trivision location on Moggill Road proved to be an excellent investment for the event in the campaign lead up.

What AMAQ had to say

The service we received was outstanding from goa billboards, in particular the art and production department, who are very keen to share their knowledge and expertise and ensure you have the best results, at all times. The chosen locations certainly raised the profile of the event in the campaign lead up - we were extremely pleased with the results. As a result we will have no hesitation in working with goa billboards again. They’ve proven to be the leaders in the industry in Queensland.

Objective

Increase the number of new customers and repeat customers to the new Hog’s Breath Cafe at Indooroopilly. They were initially experiencing lower than expected patronage as a result of poor visual profile from street level (located on the upper level of Indooroopilly Junction Shopping Centre) and needed to boost public awareness.

Solution

goa provided a short term campaign which consisted of strategically placed highly visible billboards in the local area. The key sites for this campaign were location on the outbound, high traffic corridor of Moggill Road in Toowong. The selected locations would reach up to 19,000 people per day in Hog’s Breaths’ primary market area encouraging viewers to try out their new local restaurant.

What Hog’s Breath had to say

The results were immediate with our customer turnover trebling in the first week. This figure continues to rise and as a consequence not only have we extended our initial advertising programme but we certainly intend to continue. From customer surveys in the restaurant, we discovered that without question the overall response was that they had seen the billboards. I have no hesitation in recommending this form of advertising as not only cost effective, but one that really does give results!

Objective

To provide maximum reach and awareness of the Eagers Holden Newstead dealership, in the local PMA. The campaign was designed to support metropolitan press and radio on a more narrowcast level, exposing potential customers to the Eagers brand and Eagers products in those areas closest to the dealership.

Solution

goa provided Eagers Holden with a multi-site rotational campaign over a seven month period. Sites selected were premium illuminated Supersites on main roads, located within Eagers’ PMA to reach as many potential clients as possible. Using ROAM audience measurement to ensure excellent reach and frequency the final campaign delivered around 65% reach of their key market an average of 13 times during the campaign period.

What Eagers’ advertising agency had to say

We designed the campaign for a broad-based awareness of the Eagers Holden Newstead brand. While it is difficult to measure exact sales increases attributable to the billboard campaign, positive feedback and recognition of the Holden lion was received from people and customers who viewed and commented on the billboard over the course of the campaign. The 2004 billboard campaign was successful in providing good branding awareness penetration in the target PMA. We have returned to the billboard medium for 2005 and are now into another key rotational billboard branding campaign.

Objective

Create maximum awareness and increased ticket sales of the upcoming production of Disney’s Beauty and the Beast, on a small budget.

Solution

goa selected a mixture of premium main road trivision sites and key Netrail billboards over a two month period, with a focus on key inner northern road sites and Netrail sites in high entertainment precincts such as Brisbane City Central Station, Fortitude Valley and South Bank.

What Harvest Rain had to say

As an unfunded, not-for-profit theatre company, we rely heavily on cost-effective advertising. In the past we had used flyers, newspaper, radio advertising and website promotions to market our shows, but when we obtained the rights to produce Disney’s Beauty and the Beast we decided billboard advertising was the next step to help us let more people know about our theatre and the new upcoming show.

We spoke to several billboard companies, but goa billboards were by far the best – not only for great value, but also for friendly and professional service. As first time billboard users, they made the process of selecting sites and designing effective artwork an easy task! From day one, we started getting comments from ticket buyers who had seen us up on goa billboards. With a creative that clearly displayed our website address, we also noticed a major increase in traffic to our website during the campaign period and this resulted in a dramatic increase in the number of online ticket bookings we took!

Harvest Rain’s production of Disney’s Beauty and the Beast has been incredibly successful and we are confident that our goa billboards campaign played a major part in that success. We will definitely advertise again with goa in the future.