Turners partnered with oOh!media to build brand impact through OOH, extending its traditional media campaign to reach younger audiences and drive stronger brand outcomes.
+%
Lift in unprompted awareness
+%
Lift in consideration
%
Recall of campaign
Campaign objective
To demonstrate how adding Out of Home (OOH) to a traditional media campaign can amplify brand impact, particularly among younger audiences who are less likely to be reached through TV. Turners aimed to build on the strong recognition of its now-iconic character, Tina from Turners, while showcasing the incremental value OOH delivers within an integrated media strategy.
Study Overview: A pre-and post-campaign research study, conducted among Hamilton residents to measure the impact of the campaign on brand awareness, consideration, advertising recall, campaign response, and overall brand perceptions.
Campaign timing:
April – May 2026
Category:
Used Cars
Active Markets:
Hamilton
Formats:
Street Classic, Retail Small Format
What did the data tell us?
The oOh! campaign executed in Hamilton helped drive a significant lift in top of the funnel metrics with both unprompted awareness and consideration increasing between the pre-and-post survey. There was a skew towards younger audiences in the post research highlighting the cut-through that OOH can achieve with audiences when leveraging effective planning principles across multiple formats and effective panel weights.
Key Insights:
+%
Lift in unprompted awareness
+%
Lift in consideration
%
Recall of campaign
Why the campaign was effective
The Turners campaign delivered on key ROI planning and creative principles:
Leverage Multi-Format
A multi-format approach enabled Turners to maximise coverage and visibility across the market, extending the campaign beyond traditional channels and effectively reaching younger audiences who may not have otherwise been exposed to the brand.
This broader market presence contributed to significant lifts across key brand metrics and increased consideration among younger audiences.
Creative Designed for Format
Simple, highly recognisable creative leveraged strong brand cues including colour, talent, logo and messaging, delivering an eye-catching campaign that felt relevant, believable and resonated strongly with consumers.
The strength of the creative generated action, with 29% of respondents saying it prompted them to visit a Turners website or dealership.
Planned to 1+ Reach
A broad reach strategy ensured consistent brand exposure and market cut-through, helping the campaign connect with people who felt the messaging was aimed at them.
This translated into 30% of respondents reporting they were more likely to purchase from Turners after seeing the campaign.
Classic in Combination with Digital
Combining Classic and Digital OOH delivered both scale and impact, reinforcing brand recognition through repeated exposure across multiple environments.
The result was stronger brand perceptions, increased consideration, and a campaign that respondents rated as one of the better used-car campaigns they had seen.
“The results of this campaign exceeded our expectations. Achieving a meaningful incremental uplift for one of New Zealand’s most iconic brands is a significant accomplishment and demonstrates the impact that can be generated by oOh!media’s network.”
James Roberts Partner | Planning & Investment Lassoo
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