Awareness study
2011
• Domyos: Sports clothing line for children
• Target group: Families with kids between 4 and 14 years old

• Media campaig...
Objective:
measure the percentage of respondents who have recognized the
product and brand of the advertising (= level of ...
Timing
• Pre-test
• Post-test 1
• Post-test 2

: 1st – 3rd August
: 2nd – 14th August
- exclusive cinema campaign
: 5th – ...
Percentage of respondents who knows Domyos,
even if it is only by name
Effect of cinema campaign
• Posttest 1: Product awa...
Product awareness - aided
“Here follows a list of brands, which ones do you know by name?”
Aided Product awareness
N=111

...
Percentage of respondents who think of Decathlon spontaneously
“If you think of a sports store, which ones cross your mind...
Top of mind
“When you think of a sports store, which stores do you
spontaneously think of?”
TOM Decathlon
69%
NL

N= 259

...
The product awareness of Domyos increased from 36% to 42%
thanks to
• Post test 1: After a few days of exclusively cinema ...
TOM Awareness Decathlon stijgt met 18% bij bioscoopbezoekers
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TOM Awareness Decathlon stijgt met 18% bij bioscoopbezoekers

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  • Posttest 1 : tijdens de exclusieve passage in de bioscoop / pendant le passage exclusif dans les salles Posttest 2: na afloop van de volledige campagne / après le déroulement complet de la campagne
  • Effect bioscoopcampagne op TOM Decathlon bijpersonen die de spot in bioscoophebbengezien: naafloop van de volledigecampagne (post test 2) stijging van 67% naar 85% tov 77% bijallepersonen
  • TOM Awareness Decathlon stijgt met 18% bij bioscoopbezoekers

    1. 1. Awareness study 2011
    2. 2. • Domyos: Sports clothing line for children • Target group: Families with kids between 4 and 14 years old • Media campaign: launch in cinema during 4 weeks (4 weeks before launch in outdoor, television, papers) • Strategic timing  movie release the Smurfs August 3rd • 4 weeks Family Pack as of August 10th
    3. 3. Objective: measure the percentage of respondents who have recognized the product and brand of the advertising (= level of awareness before/after the campaign) • Online: Recruting via Facebook • Pre-test 586 interviews • Post test: 2010 interviews
    4. 4. Timing • Pre-test • Post-test 1 • Post-test 2 : 1st – 3rd August : 2nd – 14th August - exclusive cinema campaign : 5th – 13th September - after total campaign
    5. 5. Percentage of respondents who knows Domyos, even if it is only by name Effect of cinema campaign • Posttest 1: Product awareness of Domyos increased from 36% to 42% during the cinema campaign only • Posttest 2: Product awareness increased to 72% by the end of the multi-media campaign within the moviegoers
    6. 6. Product awareness - aided “Here follows a list of brands, which ones do you know by name?” Aided Product awareness N=111 29% NL N=373 37% 50% Pre-test N=12 Post-test first results 49% FR 52% Post-test N=101 N=235 90% N=27
    7. 7. Percentage of respondents who think of Decathlon spontaneously “If you think of a sports store, which ones cross your mind?” Effect of cinema campaign • TOM Brand awaraness Decathlon increased from 67% to 85% with the moviegoers
    8. 8. Top of mind “When you think of a sports store, which stores do you spontaneously think of?” TOM Decathlon 69% NL N= 259 67% N= 665 75% Pre-test Post-test first results Post-test N= 18 N= 138 66% FR N= 301 67% 93% N= 28
    9. 9. The product awareness of Domyos increased from 36% to 42% thanks to • Post test 1: After a few days of exclusively cinema campaign  From 36% to 42% • Post test 2: At the end of the multi-media campaign  72% of the moviegoers who have seen the spot  66% of all the persons Effect cinema campaign on Top of Mind awareness Decathlon • Post test 2: At the end of the multi-media campaign  85% of the moviegoers who have seen the spot (= +18%)  77% of all the persons

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