Heineken summary
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Heineken summary

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Heineken summary Heineken summary Presentation Transcript

  • Heineken October 2011
  • Key Campaign informationEnvironment/Panels Key Campaign Objectives Domination of Increase brand awareness Liverpool Street and Charing Cross Drive usage and consideration of Heineken Amplify recommendation of the brand amongst commuters
  • The domination has ensured station advertising recall is strongSource: Research Now Heineken Research, August 2012.
  • Commuters who have seen the domination in situ are more likely to view it as impactful and memorable The domination is… …memorable advertising …much more noticeable than TV advertising …the behaviour of a market leader …is totally unmissable …makes me think the brand has a lot of money to spend on advertisingSource: Research Now Heineken Research, August 2012.
  • The domination has strengthened perceptions towards Heineken’s advertising… Heineken has great advertising Heineken is an official Olympic partner Heineken has memorable advertising Heineken has spent a lot of money on advertising recently Heineken advertising is uniqueSource: Research Now Heineken Research, August 2012.
  • …and the brand itself Test Cell are: +48% More likely to say their perception has become more positive recently +43% More likely to say Heineken is one of their favourite lager brandsSource: Research Now Heineken Research, August 2012.
  • Heineken consideration successfully driven by station domination “I am more likely to consider drinkingHeineken than I was a few weeks ago” Control Test 27% 42%Source: Research Now Heineken Research, August 2012.
  • Summary • There has been a strong recall of the station advertising • Both brand and advertising image has been strengthened by the station domination • Increased positivity has in turn driven both recommendation and usage intent
  • Want to find out more?Contact the JC Decaux researchteam to find out how the campaignperformed across other metrics