cityclassic case study
A retail case study
of superior effectiveness:
Background From June to September 2005, a major retailer launched a new line of stores with three points of sale in downtown Montreal. The launch was backed by a widespread advertising campaign that included newspapers, radio, public transit, airport, outdoor signage and the mediacity office tower advertising network.
Study At the end of November 2005, the retailer hired the research firm Research/Strategy Group to measure the effectiveness of the campaign as a whole and per medium. Altogether 606 random intercept interviews were carried out (evenly distributed by type) in the entrance of five downtown office towers. The results are accurate to ± 4.1 % (19 times out of 20).
Summary Based on advertising effectiveness, in-store visits and purchases, mediacity ranked higher than all other media.