Awareness & likeability study
2011
• Objective: Promote an online tool to keep your energy consumption
in your household under control
• Target group: 18-54 ...
• Maxus (Mindshare)
• Online panel – iVox
• Period:
Fieldwork week 03 till week 43 2010
• Moviegoers rank the spot significantly higher in appreciation
‘is innovative’
‘remarkable ad’
‘nice ad’
‘I would like to...
Qualitative Scores
Spot Cinema TV Luminus Radiators 75”
Distinction people who went to cinema last week and others
The spo...
• Recognition score of the ad doubled within the
moviegoers group during the campaign period
• 75 ‘spot: from 21% to 45% (...
Cinema analysis

Recognition for Spot Radiator 75sec

Average recognition

Have been to cinema last week

Have been to cin...
Cinema analysis

Recognition for Spot Radiator 30sec

Average recognition

Have been to cinema last week

Have been to cin...
• Higher qualitative appreciation of the ad
• ‘is innovative’
• ‘remarkable ad’
• ‘nice ad’
• ‘I would like to this ad mor...
Betere herkenning en kwalitatieve score Luminus spot door bioscoopbezoekers
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Betere herkenning en kwalitatieve score Luminus spot door bioscoopbezoekers

  1. 1. Awareness & likeability study 2011
  2. 2. • Objective: Promote an online tool to keep your energy consumption in your household under control • Target group: 18-54 years old • Media mix: cinema, television 2 weeks: cinema + TV: 75 ‘spot 5 weeks: cinema + TV: 30 ‘spot
  3. 3. • Maxus (Mindshare) • Online panel – iVox • Period: Fieldwork week 03 till week 43 2010
  4. 4. • Moviegoers rank the spot significantly higher in appreciation ‘is innovative’ ‘remarkable ad’ ‘nice ad’ ‘I would like to see this ad more often’ ‘makes me want to know more about this product’
  5. 5. Qualitative Scores Spot Cinema TV Luminus Radiators 75” Distinction people who went to cinema last week and others The spot obtains higher scores on cinema which is as expected Striking advertising 63% Is innovative Sympathetic advertising 62% 58% Suits the Brand 58% 31% Responds to what I find important concerning energy 33% It is clear for which brand 63% the advertising is Is credible 34% 31% 38% I would like to see this advertising more often The message is very clear Stimulates me to gain more information on the product CINEMA ALL Number of respondents:376
  6. 6. • Recognition score of the ad doubled within the moviegoers group during the campaign period • 75 ‘spot: from 21% to 45% (2 weeks: cinema + TV) • 30 ‘spot: from 29% to 53% (5 weeks: cinema + TV)
  7. 7. Cinema analysis Recognition for Spot Radiator 75sec Average recognition Have been to cinema last week Have been to cinema since 25/8 45% 35% 25% 21% 25% Have not been to cinema since 25/8 Have not been to cinema last week Stated seen on TV: 82% seen at cinema: 23% Luminus MindTrack Reco 20% Reco 6% 7
  8. 8. Cinema analysis Recognition for Spot Radiator 30sec Average recognition Have been to cinema last week Have been to cinema since 25/8 53% 44% 33% 29% 32% Have not been to cinema since 25/8 Have not been to cinema last week Stated seen on TV: 93% seen at cinema: 12% Luminus MindTrack Reco 30% Reco 4% 8
  9. 9. • Higher qualitative appreciation of the ad • ‘is innovative’ • ‘remarkable ad’ • ‘nice ad’ • ‘I would like to this ad more often’ • ‘makes me want to know more about this product’ • 2 times higher recognition of the ad • 75 ‘spot: from 21% to 45% (2 weeks: cinema + TV) • 30 ‘spot: from 29% to 53% (5 weeks: cinema + TV)

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