3. Spontaneous Brand / Title Awareness
By the end of the campaign spontaneous mentions had shifted by
36% on average
+61% +66%
Poster Recognisers Poster Recognisers
49% 48% 48%
47%
36%
33% 33%
29%
26%
20%
10% 10%
0% 0%
Sims 3 Sims 3 Pets COD Modern Gears of War 3 AC Revelations Legend of Zelda Animal Crossing
Warfare 3
Pre Wave Post Wave
Q23 Please list all of the recent and upcoming video game releases you can think of.
Source: Dipsticks Sims 3 Mall Research 2011
4. Spontaneous Advertising Awareness
1 in 4 had seen advertising for Sims 3 Pets by the end of the
activity
+60% +63%
Poster Recognisers Poster Recognisers
43% 43% 43%
39%
34%
30% 29%
27%
18%
15%
8%
6%
3% 4%
Sim s 3 Sim s 3 Pets COD Modern Gears of War 3 AC Revelations Legend of Zelda Anim al Crossing
Warfare 3
Pre Wave Post Wave
Q24 And please list all of the recent and upcoming video game releases which you have seen advertising for
recently.
Source: Dipsticks Sims 3 Mall Research 2011
5. Malls most visible media by end of campaign
+125%
63%
59%
53% 54%
41%
28%
10% 11%
8%
5%
1% 1%
Internet Television Sm all poster in a shopping Magazine New spaper Radio
m all
Pre Wave Post Wave
Q27. You indicated that you have seen or heard advertising for the following video games recently (Sims 3
Pets); in which of the following places did you see this advertising?
Source: Dipsticks Sims 3 Mall Research 2011
6. Campaign Driving Pre-Order of Sims
43%
35%
24%
13% 14%
7% 7% 7% 7%
All Respondents Sims 3 Players Non Sims 3 Players
Pre Wave Post Wave Post Mall Recognisers
Q31. Which out of the following video games have you ordered or do you intend to pre order online?
Source: Dipsticks Sims 3 Mall Research 2011
7. Total Campaign worked to drive key statements for
Sims
73%
67% 67% 66%
62% 63% 63%
55% 55%
52%
It is different to other It is a video game for It is a video game for It is a video game I can It is a video game I can
video games people like me all ages play at any time play over and over
Pre Wave Post Wave
Q32 Using a scale of 0 – 10, where 0 is ‘not at all accurate’ and 10 is ‘very accurate’ how
accurately do each of these statements describe Sims 3 / Sims 3 Unleashed/Pets?
Source: Dipsticks Sims 3 Mall Research 2011
