CAMPAIGN TYPE: Exit Barrier Arms
LOCATION: Nationwide - Auckland, Hamilton, Tauranga, Rotorua, New Plymouth, Lower Hutt, Wellington, Christchurch, Dunedin, Queenstown, Invercargill
REACH: More than 1.5 million people per month
PROMOTION: Caltex with Techron
COMMENTARY: The new style of barrier arm branding provides Caltex with the opportunity to develop their creative and appeal to the audience on a wider spectrum. Use of both the ticket machine and barrier arm itself allow a two part communication and as such, a greater quality of communication with the audience.
Exit barrier arms put advertisers in touch with an audience of upper discretionary income earners, all in direct association with their vehicle, who are leaving parking areas to head to their next destination.
In this case, Caltex have included personalised messages in their campaign that direct drivers to the nearest Caltex service station.