Advertising experiment based on fictional brand reaches millions

The Kruter Motors campaign launched by OUTFRONT Media reached more than 2 million individuals over a two-week period, showcasing the impact of out-of-home advertising, the company said.

The campaign is an experimental study for the fictional brand Kruter Motors.

With the ads strategically placed on 30 digital billboards across Detroit, a third-party mobile survey revealed 38 percent aided-recall of the non-existent Kruter Motors. The result was 3 percent higher than the industry average.

“From design to implementation we built this campaign as if Kruter Motors was real to prove the impact OUTFRONT can have on driving awareness,” said Jodi Senese, chief marketing officer at OUTFRONT Media. “The results in both general awareness and actions taken show how automotive brands can leverage the power of out-of-home advertising.”

After the first two weeks of the ads being released, OUTFRONT used a “reveal” component with Kruter Motors branding, but adjusted headlines to demonstrate the power of billboards in which it still encouraged people to visit the website for the true story. Consequently, the website was also adjusted to present details of the campaign.

The fictional Kruter brand was chosen in honor of OUTFRONT members’ late colleague Josh Kruter, who contributed so much innovation to the organization and the industry.

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OUTFRONT Media Inc.