Hanes' Eyeblaster Ads Boost Brand Awareness
Large ad units, high-traffic roadblocks and a commercial break ad format were used Nov. 11 to Dec. 6 to promote the new T-shirt to adults ages 25 to 45.
"They weren't looking to drive a certain number of sales of underwear," said Tom Jenen, director of marketing at Eyeblaster, New York. "They were looking primarily to drive brand awareness."
They certainly did, according to tracking and metrics from Dynamic Logic, New York. The campaign registered a 42 percent lift across all impressions in aided brand awareness and a 97 percent lift in online ad awareness. There was a 52 percent lift in message association and 6 percent lift in purchase intent.
This showed that 65 percent of respondents were favorable toward a "tagless" underwear T-shirt. Twenty-three percent were neutral and 12 percent unfavorable, Eyeblaster claimed.
There was a lift across metrics by creative execution, too. The "Horoscope" Eyeblaster commercial break ad saw a 1,250 percent lift in aided brand awareness and a 268 percent lift in ad awareness. This was far more than the Flash box unit.
The commercial break ad also outperformed the Flash box unit by 364 percent in purchase intent, Eyeblaster claimed.
All ads, which ran on ABCNews.com, weather.com and the Yahoo network, urged viewers to "Visit www.GoTagless.com and win prizes instantly."
ID media, a joint venture of ID Media and FastBridge, handled the campaign.