Club med summary
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- The out of home campaign doubled spontaneous awareness of Club Med and increased awareness of their advertising. - The campaign strengthened perceptions of Club Med amongst their key targets of "Big Spenders" and "Dwellers." - Increased time spent dwelling in train stations had a positive impact on recognition of and perception towards Club Med's advertising.
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Club med summary
1) A Club Med advertising campaign in UK train stations successfully increased awareness of the brand. Spontaneous brand awareness increased 125% and advertising awareness increased 50%.
2) Recognition of the rail campaign ads increased, driven by targeting passengers who spent more time waiting at stations.
3) The campaign was particularly effective amongst high spending passengers and those who spent more time at stations, strengthening positive perceptions of Club Med.
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Club med summary
1) A Club Med advertising campaign in UK train stations successfully increased awareness of the brand. Spontaneous brand awareness increased 125% and advertising awareness increased 50%.
2) Recognition of the rail campaign ads increased, driven by targeting passengers who spent more time waiting at stations.
3) The campaign was particularly effective amongst high spending passengers and those who spent more time at stations, strengthening positive perceptions of Club Med.
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The out of home advertising campaign for More TH>N insurance achieved its key objectives. It boosted brand awareness, with top of mind awareness doubling among those who saw the posters. It also strengthened perceptions of the brand, increasing feelings of positivity and driving up key brand attributes. While recommendation declined generally, it increased substantially among those who recognized the posters, up 67% after the second burst. The campaign illustrated how out of home can effectively raise awareness and perceptions of an established brand.
Post office summary
The document summarizes research from a Post Office campaign that used out of home advertising. It found that the poster campaign increased top-of-mind brand awareness of Post Office and its travel products. The creative was highly liked and strengthened perceptions of Post Office as credible and offering various services. Those who saw the posters had more positive views of Post Office and were more likely to consider it for future travel needs.
Connected commuter finance 3
The document discusses the financial habits and concerns of commuters based on a survey. It found that while concern about the economy has declined since last year, commuters report saving more and feeling more optimistic about their finances. Commuters also widely use budgeting tools and mobile banking, with over a third using mobile banking more than three times a week, including on their commute.
Valentine's day
Valentine's Day will be celebrated by 90% of couples through gifts like chocolate, flowers, perfume or jewelry or by cooking at home, while 59% of singles will also celebrate through activities with friends like going out or to the cinema or ordering takeout.
1 pagers finance
Over half of young people receive a salary and spend most of their income on dining out, entertainment, and clothes, with nearly half having less than £100 in savings. While a third believe debt is common, most young people check their bank accounts on their phones weekly, and over 20% have more than £61 of disposable income each week. The most popular banks among young people are NatWest, Halifax, and Barclays, and a third are interested in learning how banks can help them save more money.
More from JCDecauxUK (20)
Club med summary
- 2. Key Campaign information Key Campaign Environment/Panels Objectives Transvision Enhance perceptions of Club Med as D6 Wealth being a premium all inclusive holiday pack provider Other Information Solus digital outdoor campaign Key groups: Big Spenders – spend £3000+ on holidays Dwellers – spend at least 11 minutes in the station waiting for their train
- 3. Out of home campaign responsible for driving top of mind awareness Spontaneous brand awareness +125% Q5A: Which, if any, all inclusive operators can you think of? Source: Red Blue Club Med Research, 2012
- 4. Awareness of Club Med advertising has increased 50% over the campaign period due to the out of home Advertising awareness 12% 8% Pre Post stage stage Q5D: Which, if any, of the following all inclusive operators have you seen or heard any advertising for? Source: Red Blue Club Med Research, 2012
- 5. Increased dwell has a substantial impact on campaign recognition Recognition Q11: Have you seen either of these adverts on the big screen or on smaller screens at a train station recently? Source: Red Blue Club Med Research, 2012 Big Spenders: Willing to spend £3k+ per adult on a holiday, Dweller: Spend 11+ mins waiting for a train
- 6. Big Spenders The out of home drove key metrics amongst an important audience Offers holidays to sun destinations around the world Offer premium all inclusive holidays Offer a wide variety of holidays Is great for families Is a brand I am hearing more about these days Is a brand I would recommend Offers all inclusive ski holidays Is a brand I would talk about with other people Q6: Thinking now about Club Med in particular, how much do you agree with the following statements? Source: Red Blue Club Med Research, 2012
- 7. Dwellers Increased dwell time leading to strengthened perceptions of Club Med Offers holidays to sun destinations around the world Offer premium all inclusive holidays Offer a wide variety of holidays Is great for families Is a brand I am hearing more about these days Offers all inclusive ski holidays Is a brand I would talk about with other people Is a brand I would recommend Q6: Thinking now about Club Med in particular, how much do you agree with the following statements? Source: Red Blue Club Med Research, 2012
- 8. Summary • Out of home doubled spontaneous awareness of Club Med and increased awareness of the brand’s advertising • The campaign strengthened the perceptions of the brand amongst a key target for Club Med • Increased station dwell time has a positive impact on recognition and perception
- 9. Want to find out more? Contact the JC Decaux research team to find out how the campaign performed across other metrics