Foek went Missing
In order to measure the effect of a Schoolboards campaign Clear Channel Hillenaar, media agency Kinetic and market research institute Markteffect have together designed a ‘fake’ campaign that was posted on Schoolboards for a week throughout the Netherlands. By using a new and unknown brand that was only introduced via Schoolboards and no other media, it was possible to solely measure the effect of Schoolboards. The awareness of the campaign ‘Foek went missing’ has been measured at secondary schools. In September 2011 the campaign was posted at 254 secondary schools, where a number of 1.465 Dutch pupils were questioned. Research was done both online and face-to-face. A vast amount of 66% recognised and/or knew Foek. The website www.foekiszoek.nl was visited by 17% of the questioned youngsters. The campaign was awarded with an average of 6,8 and Foek was considered funny and cute. According to the pupils the poster was distinguishing and drew attention.
Opinion on Schoolboards and campaigns
Over 80% of the youngsters are not negative towards Schoolboards. Half of the questioned pupils are of the opinion that Schoolboards brighten up the school. According to 85% of the pupils the posters contain interesting information. Of this group 41% is even very positive towards the various campaigns.
Arno Buskop – Research director Kinetic
“We have always advised Schoolboards to our clients. With this research we have strong arguments that show that this is not only a proposition for outstanding reach within the target group, but also a very effective transmission of the message. The high scores prove that, when the advertiser is able to deliver a catching design, the processing of advertising is extremely strong.”
Edgar de Beule - Research director Markteffect
“The results of the market research for visibility and recognition of the ‘Foek went missing’ campaign prove that Schoolboards are a very strong medium. Compared to other campaign effectiveness researches the ‘Foek went missing’ campaign showed a high peak within only one week. The strong medium, the number of Schoolboards and the creativity of the campaign are definitely responsible for this.”