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More than summary More than summary Presentation Transcript

  • More Than October 2013
  • Key Campaign information Environment Key Campaign Objectives Prove that the out of home campaign can boost awareness of an established brand Illustrate the effectiveness of out of home at delivering a key message Show how out of home can boost call to action metrics such as recommendation and consideration Illustrate how the campaign has worked amongst current and non MORE TH>N customers Source: Research Now Aviva Research, Jan 2013
  • Top of mind brand awareness amplified by first burst of the out of home campaign +100% increase in top of mind brand awareness amongst Poster Recognisers after burst 1 First mentions: 4% total, 8% recognisers Total Spontaneous Awareness 28% 16% Pre Stage Total Q1: Thinking specifically about companies that provide insurance (e.g. home, motor, and pet insurance), which ones come to mind? First mention & All mentions Source: More Than Campaign Research. Vision Critical, May 2013 20% Mid Stage 1 Total Poster Recognisers
  • The poster campaign has strengthened brand positivity “It makes me feel more positive about MORE TH>N” +8% 37% 40% 25% 26% Total Poster recognisers Wave 2 Wave 3 Q19: After seeing this advertising – to what extent do you agree or disagree with the following statements? Source: More Than Campaign Research. Vision Critical, May 2013
  • Each burst of the OOH campaign successfully enhanced perceptions Pre stage W2 W2 Poster Recs Helpful Genuine W3 Poster Recs Trustworthy 25% 24% 22% Value 21% 20% Fair Passionate Top 5 Association Shifts 23% 19% Quirky Caring 13% 22% 21% Straight forward 26% 26% 26% 21% 31% Modern Serious 31% 24% Friendly Honest Dependable Reassuring Loyal Experts Q12: On a scale of 1-10 where 1 does not describe the brand and 10 describes the brand very accurately. Please rate how well each of the following words describes MORE TH>N Source: More Than Campaign Research. Vision Critical, May/October 2013 Loyal Honest Passionate Experts Fair +91% +86% +82% +82% +77%
  • Despite a general fall in recommendation, the 2nd poster campaign has strengthened it above and beyond the first burst Likelihood to recommend: 7-10 score Wave 2: Recognisers: 23% 32% Pre: 19% +21% +39% Wave 3: Recognisers: 21% 35% Q11: On a scale of 0-10 where 0 is definitely would not recommend and 10 is definitely would recommend, how likely would you be to recommend each of the following insurance companies to a friend or colleague? *7-10 score Source: More Than Campaign Research. Vision Critical, May/October 2013 +67%
  • Summary • The campaign worked well at driving top of mind brand awareness • The positivity towards all creatives has in turn increased positivity towards the brand • The differing messages of the 2 bursts both achieved saliency • The poster campaign has successfully offset an apparent decline in general brand perception by strengthening feelings towards More TH>N amongst recognisers
  • Want to find out more? Contact the JC Decaux research team to find out how the campaign performed across other metrics