CAMPAIGN CASE STUDY: “BAD APPLE?”
CLIENT: iFix
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Target: LSM 7 - 10
Coverage: Cape Town
Date: December 2010 – June 2011
Media: Outdoor / Online
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Background: Established in 2006, iFix focuses on the reparation of Apple products from iPods, iPhones, iPads and most recently Macs. Starting with only one store in Cape Town, iFix depended heavily on walk-in traffic and word of mouth to increase its revenue.
Campaign: iFix utilized one of Tractors mid-sized wall-mounted sites located on the main road, just around the corner from their store. Tractor helped with the creative concept which included the headline “Bad Apple?” and using basic directional information to lead foot traffic to the store.
Result: iFix used their own referral tracking system to see what prompted consumers to visit the store. According to the tracking system, the billboard contributed to a 10.05% increase in store walk-ins over the campaign period. When the revenue and adspend was compared to that of their online campaign, the online campaign helped increase business by 12%, but at 3 times the cost of the billboard.
This proves that this outdoor campaign was 40% more effective than the online element. These figures also demonstrate the benefit to local businesses looking to compete in the local market.
