Bolt.Works' long-term visibility produced great results
Staffing company Bolt.Works has been campaigning in a spectacular way for a couple of years now on Bauer Media Outdoor's advertising spaces. Long-term visibility and visual clarity have produced proven successful results. The advertising has strengthened brand awareness and increased the target group's interest in the company. Read more about why Bolt.Works chose outdoor advertising as part of its campaign and how the campaign's objectives were achieved!
Client: Bolt.Works
Goal: To attract attention, increase brand awareness and stay in the minds of the target audience
Campaign period: autumn 2020 - autumn 2021
Target group: job changers/seekers and employers
Outdoor advertising is considered the king of brand building, which has been well suited to Bolt.Works' goal of increasing brand awareness, attracting attention and staying strong in the minds of the target audience. In particular, the use of large roadside billboards has resulted in high repetition rates and excellent attention value for the company's recognisable advertising.
''We chose outdoor advertising and the advertising solutions we used because large surfaces work effectively. The advertisement is received all over Finland and it gives an understanding that we dare to do big things. Outdoor advertising is a cost-effective way to create long-term visibility effortlessly. This is the strength of static large surfaces'', says Timo Hakkarainen, Co-Founder.
Long-term visibility boosted visibility and awareness
Bolt.Works has a diverse marketing mix, but it is through outdoor advertising that the company wants to highlight its core message. Content marketing using other media is done to support the outdoor campaign.
Bolt.Works has long been making itself visible, particularly among motorists. Reachable national roadside media are used to ensure commercial success in places where other media attention is at its lowest. According to Bolt Co-Founder Timo Hakkarainen, their research shows that static advertising is profitable because it allows the main message to be easily communicated to a wide audience.
Billboards are a spectacular way to reach consumers on their commuting, shopping and leisure journeys. Large static billboards, measuring 18m², are hard to miss along the roads. As an advertiser, you can also target your campaign to the area you want to reach.
Impressive results
The campaign was the subject of a study to determine the attention value, effectiveness and creative execution of the advertising. The target group was Finns aged 20-60 and a total of 520 people responded to the survey via an online panel at Norstat Finland.
The results of the survey were impressive and proved that Bolt's long-term visibility has paid off. More than half of the respondents recalled seeing Bolt's advertising, an incredible +64% increase in attention compared to the previous year's measurement. Of the respondents who helpfully remembered the name, up to 78% said they had seen the company's ads in outdoor advertising.
Bolt's aim is to strengthen its position as the top of mind in the industry, which is why the survey also looked at awareness of Bolt and its competitors. Outdoor advertising was an excellent brand-building medium, as Bolt's brand awareness had increased by a staggering +45%.
Clear advertising appealed to the target audience
Over the past year, Bolt.Works has simplified its visual identity and core message. This was also reflected in the survey results, as almost all respondents found Bolt's advertising clear and the experience of clarity improved by +23%. Two out of three respondents said they liked Bolt's advertising and 51% felt it had increased interest in the company and its services.
This is therefore a prime example of the golden rule in outdoor advertising, which is that when designing advertising it is important to ensure that the desired message is understood on first viewing. Don't try to fit too many different messages into an ad, as passers-by rarely have the chance to concentrate on reading the text of the ad.
Simplicity, insight and entertainment are effective ways to capture the consumer's attention and interest. Effective advertising messages stand out, are memorable and build images. The colours, fonts and layout of elements in an advertisement should be considered to ensure that the core message is easily visible from a distance.
Proven to be an excellent way to reach consumers along the shopping journey
Large billboards along roadsides have been shown to be an eye-catching and effective way to promote products and services, and roadside advertising is also an excellent way to activate consumers on their shopping journey. According to our Shopping Path Survey, 68% of Finns shop by car, and during the car journey there is extensive discussion about shopping, future purchases or products and services seen on the road.
97% say that discussions in the car led to a purchase decision.
7 out of 10 say that the advertisement they encountered during the trip aroused their interest in the advertised item.
''The strengths of outdoor advertising are definitely the large surfaces with the possibility to be seen cost-effectively all over Finland throughout the calendar year. Outdoor advertising is hassle-free and can also be used to reach and attract attention from employers. When you think about the message well, it lasts and has a long-lasting effect,'' says Timo Hakkarainen.
SOURCES
1. Norstat Finland Oy. Bolt.Works campaign attention value survey. 2021.
2. Bauer Media Outdoor, Shopping Path Research. 2018.
3. CCS, CARAT. 2016.