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Case Study - Red Rooster
Case Study
Red Rooster
Same product - different ads
Background
Different customers connect with products in different ways and thanks to Helix Personas’ unique targeted profiling, Red Rooster was able to create an outdoor brand campaign that changed the product message depending on the location.
Helix Personas segments Red Roster’s customer base to deliver a targeted outdoor advertising campaign.
This case study is a prime example of how Helix Personas can bring your data to life, clearly identifying customer segments within your database and then assigning them specific character traits and locations.
Problem
Red Rooster is a known and loved major fast food franchise with a large and varied target market. Over the past few years, smaller bespoke operators have started to impact the fast food market. With a grassroots, contemporary, inclusive feel, these smaller operators have strong appeal in their local areas. In order to compete with this, Red Rooster wanted to create a highly targeted outdoor campaign that would resonate with each of their different audience’s unique values and needs.
Solution
Ground-breaking consumer segmentation tool Helix Personas was used to profile 360 bus shelters around Australia to determine which personas lived within a 1km radius of each one. Based on the findings of each bus shelter’s ‘catchment area’, one of six different advertisements was chosen for
display in the shelter.
Taking exactly the same product – roast chicken – Red Rooster used the image of a family gathered around a table of roast chicken and the headline: ‘It’s everyone’s favourite night of the week’, in areas predominantly made up of Family First and Domestic Juggler personas. While in areas populated by Humanitarian personas the headline read: ‘No cages. No added hormones. No artificial flavours. Just good old fashioned TLC’. In total there were six different creative executions.
This targeted outdoor advertising approach enabled Red Rooster to communicate the appropriate message to the relevant audience. The result? What every advertiser wants: increased consumer engagement!
“In an ever-cluttered media world, consumers are getting better and better at filtering out messages that are not relevant to them. Using Helix Personas to gain an understanding of the demographic profile that will interact with our outdoor advertising allowed us to select creative executions that will resonate with those consumers. We have to start being smarter about not just the channels we use but the creative messages we select if we want to gain relevant cut-through”
Ann Jones, National Marketing Manager
Red Rooster