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Wickes

July 2011
Campaign information


Environment




  Format




Panel Details   109 Roadside 48 Sheets
Test to show how other metrics increase
                  with TV and Outdoor

TV & OOH                TV Solus




983 GRPs
                          739 GRPs
597 TVRs
412 PRPs
Central Region sees highest uplift in
                                                        spontaneous brand awareness
   Any Mention


                                                      62%
                              53%                                                                                   53%
                                                                                                         50%




                                 +17%                                                                          +6%

                                                 10%
                                                                                              9%
                                                                                                                    8%
                                     7%                                          7%                            7%
                                                                                                                          Pre
                                                                                                                          Post




Q1. In the space below, please write down the names of all the retailers you know of where you can buy
kitchens from?
Central region saw higher advertising recall


                                                         29%
                                25%                                                                                      25%
                                                                                                              22%




                                      +16%                                                                      +14%


                                                     10%
                                                                                                     9%
                                                                                                                          8%
                                        7%                                             7%                           7%
                                                                                                                               Pre
                                                                                                                               Post


And which, if any, of these retailers that sell kitchens have you seen or heard advertising for in the past
two weeks?
The billboard region (Central) saw a shift in
                                             positive perceptions pre to post

           +9% +35% +42% +12%+23% -10% +14% +9% +10%
                                                                                                                                               49%
                                                                                                                                        45%

                   38%
            35%
                                      31%
                                                                            28%                            29%
                                                                     25%                                         26%
                               23%                                                                                             24%                            23%
                                                                                                                        21%                            21%
                                                         17%                                    16%
                                                  12%                                   13%


                                                         10%




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         sf




                                                                                                           9%
                           al




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                                                                                                                                                 8%
                                                                                 Pr
                                          Pr



                                                            Co




                                                                                                                   sh
                                                                                                     a
  Su




                                                                                                  Tr



                                            7%                                                7%                 Fa                    7%
                                                                                                                                                                    Pre
                                                                                                                                                                    Post


Q8. On a scale of 0 to 10, where 0 is ‘doesn’t describe the brand at all’ and 10 is ‘describes the brand
very accurately’, how do the following words describe Wickes? – Central Region – all those who scored
7+
The shifts in positive perceptions were greater
                                                in Central than Granada

        +10%+17% +20% +8% +23% +17%+6% +19% +23%
                                                                                                                                                49%

                                                                                                                                         42%
                  38%

           31%                        31%
                                                                             28%
                               26%                                                                                26%
                                                                      24%                                   24%                 24%                            23%
                                                                                                                         20%                            21%
                                                  16% 17%                                        16%
                                                                                         13%                                          49%

                                                                                                                                 42%
                          38%




                                                                                                                                            e
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                                                                                  Pr
                                          Pr



                                                             Co




                                                                                                                    sh
                   31%                     31%
                                                                                                      a
 Su




                                                                                                   Tr



                                                                          28%                                     Fa                                            Granada
                                     26%                                                                      26%
                                                                       24%                                 24%          24%                        23%          Central
                                                                                                                     20%                        21%
                                                      16%17%                                    16%
                                                                                         13%
Q8. On a scale of 0 to 10, where 0 is ‘doesn’t describe the brand at all’ and 10 is ‘describes the brand
very accurately’, how do the following words describe Wickes? – Central Region – all those who scored
7+

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Wickes summary

  • 2. Campaign information Environment Format Panel Details 109 Roadside 48 Sheets
  • 3. Test to show how other metrics increase with TV and Outdoor TV & OOH TV Solus 983 GRPs 739 GRPs 597 TVRs 412 PRPs
  • 4. Central Region sees highest uplift in spontaneous brand awareness Any Mention 62% 53% 53% 50% +17% +6% 10% 9% 8% 7% 7% 7% Pre Post Q1. In the space below, please write down the names of all the retailers you know of where you can buy kitchens from?
  • 5. Central region saw higher advertising recall 29% 25% 25% 22% +16% +14% 10% 9% 8% 7% 7% 7% Pre Post And which, if any, of these retailers that sell kitchens have you seen or heard advertising for in the past two weeks?
  • 6. The billboard region (Central) saw a shift in positive perceptions pre to post +9% +35% +42% +12%+23% -10% +14% +9% +10% 49% 45% 38% 35% 31% 28% 29% 25% 26% 23% 24% 23% 21% 21% 17% 16% 12% 13% 10% e l d m ity t e ul ige na en lu bl ou iu sf 9% al tio Va na t id es Pr em es Qu nf io di cc 8% Pr Pr Co sh a Su Tr 7% 7% Fa 7% Pre Post Q8. On a scale of 0 to 10, where 0 is ‘doesn’t describe the brand at all’ and 10 is ‘describes the brand very accurately’, how do the following words describe Wickes? – Central Region – all those who scored 7+
  • 7. The shifts in positive perceptions were greater in Central than Granada +10%+17% +20% +8% +23% +17%+6% +19% +23% 49% 42% 38% 31% 31% 28% 26% 26% 24% 24% 24% 23% 20% 21% 16% 17% 16% 13% 49% 42% 38% e l d m ity t e ul ige na en lu bl ou iu sf al tio Va na t id es Pr em es Qu nf io di cc Pr Pr Co sh 31% 31% a Su Tr 28% Fa Granada 26% 26% 24% 24% 24% 23% Central 20% 21% 16%17% 16% 13% Q8. On a scale of 0 to 10, where 0 is ‘doesn’t describe the brand at all’ and 10 is ‘describes the brand very accurately’, how do the following words describe Wickes? – Central Region – all those who scored 7+