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Familiarity & Interest In World Expo 2010 Shanghai By Ogilvy

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Ogilvy PR Worldwide and Millward Brown ACSR present the topline results of a survey of 14,337 Chinese people about their familiarity and interest in World Expo 2010 Shanghai China in the period Nov-Dec 2009.

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Familiarity & Interest In World Expo 2010 Shanghai By Ogilvy

  1. 1. Familiarity and Interest in World Expo 2010 Shanghai A joint report by Ogilvy Public Relations Worldwide/Shanghai and Millward Brown-ACSR Shanghai 27 January 2010
  2. 2. WORLD EXPO 2010 SHANGHAI <ul><li>Ogilvy Public Relations Worldwide / Shanghai </li></ul><ul><li>Ogilvy PR Worldwide (www.ogilvypr.com) is an integrated global marketing communications firm, with offices in more than 70 cities around the world. We blend proven PR methodologies with cutting edge digital innovations to craft strategic programs that give clients winning and measurable results. In its 28th year, Ogilvy PR provides strategic public relations counsel to a variety of clients across its 360 degree digital influence, consumer marketing, corporate, healthcare, technology, public affairs and social marketing practices. Ogilvy PR is part of the WPP Group, one of the world's largest communications services organizations (NASDAQ: WPPGY, www.wpp.com). </li></ul><ul><li>Millward Brown ACSR </li></ul><ul><li>Millward Brown ACSR, a global leader in marketing research, is well known for pioneering many of the industry's most innovative research methodologies and techniques to assess and track advertising and brand performance. Recognised as a leading authority in advertising, marketing communications, media and brand equity, Millward Brown ACSR is a valued adviser to leading marketers throughout the world. Millward Brown ACSR offers a full qualitative and quantitative research service in 48 countries working across a wide range of industries and categories. We help companies understand consumer demand and drive their brands and services forward at local, national and global levels. Our commitment to innovation is grounded in an extensive research and development programme, robust validation, and an unrivalled knowledge management system. </li></ul>
  3. 3. PROJECT DETAILS <ul><li>Methodology </li></ul><ul><li>Self completed questionnaire administered online to members of Millward Brown ACSR’s internet panel from all across China </li></ul><ul><li>Panel and Data Provider </li></ul><ul><li>Millward Brown ACSR Lightspeed Research (LSR China) http://www.lightspeedresearch.com </li></ul><ul><li>Participants are from across China, mainly aged 19-35 (86%) with 51% of them being males </li></ul><ul><li>Sample Definition </li></ul><ul><li>Any person who is registered to join LSR’s China online panel are invited to join this survey </li></ul><ul><li>There is no restriction on any demographic quotas or regions </li></ul><ul><li>Question Areas </li></ul><ul><li>How familiar are they with World Expo 2010 Shanghai? How likely are they to visit? </li></ul><ul><li>What do they expect to see and do there? </li></ul><ul><li>Which countries are the Chinese public most interested in? What do they think of the pavilions? </li></ul>
  4. 4. DEMOGRAPHICS
  5. 5. World Expo 2010 Shanghai
  6. 6. FAMILIARITY Q: How would you rate your level of knowledge about World Expo 2010 Shanghai? (SA) As the event draws nearer, the number of people who know what Expo 2010 is about has doubled compared to previous survey. █ NOVEMBER-DECEMBER 2009 █ FEBRUARY-MARCH 2009
  7. 7. SOURCE OF INFORMATION The publicity around the event has been driven through many channels aside from television advertising. Q: Where are you getting your information about Expo 2010? (MA) █ NOVEMBER-DECEMBER 2009
  8. 8. INTENTION TO VISIT Q: Will you visit Expo 2010? (SA) 8% 30% 47% 16% 11% 31% 51% 7% Will definitely visit Will probably visit Will not visit Not sure Feb/Mar 09 Nov/Dec 09 Thirty-one percent have a strong intention of visiting Expo, while 11% definitely plan to attend. 16% 35% 36% 15% 18% 39% 38% 6% 47% 38% 10% 7% 47% 40% 8% 3% Feb/Mar 09 Nov/Dec 09 Feb/Mar 09 Nov/Dec 09 NATIONAL EAST CHINA SHANGHAI █ NOVEMBER-DECEMBER 2009 █ FEBRUARY-MARCH 2009
  9. 9. MOTIVATION Respondents were motivated by previous knowledge and curiosity/knowledge of the pavilions’ contents Q: What factors in your decision to visit the pavilions and exhibitions? (MA) Not important Do not care Very Important Important
  10. 10. Sponsors and Corporate
  11. 11. SPONSORS COMMUNICATIONS Q: Who are the sponsors of World Expo 2010 Shanghai? (MA) 12% 16% 22% 29% 46% 47% 61% China Mobile China Telecom Tencent (QQ) China Unicom Sohu Cisco Mio Technology China Mobile, China Telecom and Tencent are more recognised as Expo 2010 partners than their competitors █ GLOBAL PARTNER █ SENIOR SPONSOR █ NON-SPONSOR
  12. 12. SPONSORS MANUFACTURING & INDUSTRY Q: Who are the sponsors of World Expo 2010 Shanghai? (MA) 32% 31% Sinopec CNPC 28% SAIC-GM 27% State Grid 26% Haier 22% GE 14% Baosteel █ GLOBAL PARTNER █ SENIOR SPONSOR █ NON-SPONSOR
  13. 13. SPONSORS ELECTRONICS Q: Who are the sponsors of World Expo 2010 Shanghai? (MA) 38% 24% Nokia Lenovo 22% Siemens 21% IBM 17% Samsung 17% Microsoft 13% HP █ GLOBAL PARTNER █ SENIOR SPONSOR █ NON-SPONSOR
  14. 14. SPONSORS FMCG Q: Who are the sponsors of World Expo 2010 Shanghai? (MA) 34% 33% Yili Coca-Cola 29% Meng Niu 26% Pepsi 22% COFCO 20% Kweichou Moutai 16% Bright Dairy █ GLOBAL PARTNER █ SENIOR SPONSOR █ NON-SPONSOR
  15. 15. SPONSORS SERVICES Q: Who are the sponsors of World Expo 2010 Shanghai? (MA) 29% 34% 29% 33% Bank of Communications China Pacific Insurance PICC China Merchants Bank 15% 26% 28% █ GLOBAL PARTNER █ SENIOR SPONSOR █ NON-SPONSOR China Eastern Airlines China Aviation JuneYao Airlines
  16. 16. CORPORATE PAVILIONS Q: Which corporate pavilions are you interested to attend? (MA) Science and technology is a strong draw for people interested in visiting corporate pavilions.
  17. 17. Countries at Expo 2010
  18. 18. AWARENESS Q: Which countries do you know are participating at World Expo 2010 Shanghai? (MA) There is a lot of discussion online about USA’s road to Expo, Japan’s pavilion and its contents, the beauty of UK’s “seed cathedral” and the many events and activities in the France pavilion.
  19. 19. AWARENESS cont’d Q: Which countries do you know are participating at World Expo 2010 Shanghai? (MA)
  20. 20. TOP 10 Q: Which country pavilions at Expo 2010 do you have the intention of visiting? (MA) In spite of favourability, image or presentation, USA, France, UK and Japan pavilions are the most anticipated.
  21. 21. TOP 11 - 20 Q: Which country pavilions at Expo 2010 do you have the intention of visiting? (MA) Countries that ranked highly in awareness, favourability, image or presentation will make up visitors’ “second choice” pavilions.
  22. 22. TOP 21 - 30 Q: Which country pavilions at Expo 2010 do you have the intention of visiting? (MA) Countries that ranked highly in awareness, favourability, image or presentation will make up visitors’ “second choice” pavilions.
  23. 23. RANKING CHANGE Closer to the actual event, interest in Germany, Canada, Russia and Denmark pavilions have picked up. █ FEBRUARY-MARCH 2009 █ NOVEMBER-DECEMBER 2009 Q: Which country pavilions at Expo 2010 do you have the intention of visiting? (select from list) 24 20 Denmark Ranking Ranking 19 19 South Africa 18 18 Iceland 17 17 Brazil 16 16 the Netherlands 14 15 Sweden 13 14 Greece 15 13 Russia 12 12 Australia 10 11 Switzerland 9 10 Italy 11 9 Canada 7 8 Singapore 5 7 Egypt 8 6 Germany 6 5 South Korea 4 4 Japan 3 3 UK 2 2 France 1 1 USA
  24. 24. MEN Half of all male respondents want to visit the USA pavilion and one third are interested in Japan, France and the UK. Q: Which country pavilions at Expo 2010 do you have the intention of visiting? (MA)
  25. 25. WOMEN Female respondents were drawn to the USA and France with the UK, South Korea, Japan and Egypt close behind. Q: Which country pavilions at Expo 2010 do you have the intention of visiting? (MA)
  26. 26. PAVILION APPEAL Q: How attractive do you find these pavilions?
  27. 27. PAVILION APPEARANCE Not surprisingly, the China pavilion is the most well-liked by the public. But overall design and architecture matter. European pavilions dominate, while Sir Normal Foster’s UAE pavilion is appealing too. █ VERY ATTRACTIVE █ ATTRACTIVE █ ORDINARY █ NOT ATTRACTIVE Q: How attractive do you find these pavilions?
  28. 28. PAVILION APPEARANCE cont’d █ VERY ATTRACTIVE █ ATTRACTIVE █ ORDINARY █ NOT ATTRACTIVE Q: How attractive do you find these pavilions?
  29. 29. More information…
  30. 30. LIKEABILITY Q: What are your favourite countries? (MA) In the period since the previous survey, France has increased its favourability by fifteen percent █ NOVEMBER-DECEMBER 2009 █ FEBRUARY-MARCH 2009
  31. 31. LIKEABILITY cont’d Q: What are your favourite countries? (MA) Across the board, there is an increase in peoples’ favourable opinion of countries participating at Expo 2010. █ NOVEMBER-DECEMBER 2009 █ FEBRUARY-MARCH 2009
  32. 32. COUNTRY IMAGE Q: Which countries do you think give you the following impressions? (MA) Thriving Businesses Efficient Systems Famous Schools Cosmopolitan Medically Advanced Technologically Advanced The USA, Japan, Germany and the UK are seen as more advanced than other countries █ NOVEMBER-DECEMBER 2009 █ FEBRUARY-MARCH 2009
  33. 33. COUNTRY IMAGE Q: Which countries do you think give you the following impressions? (MA) Unique Scenery Nature Offers Tourist Attractions Rich Culture Rich History Egypt and Greece are highly regarded for their history and culture; while South Africa and Iceland promise nature and exoticism █ NOVEMBER-DECEMBER 2009 █ FEBRUARY-MARCH 2009
  34. 34. For comprehensive analysis of individual countries including likeability, country image, awareness and peoples’ planned itinerary for World Expo 2010 Shanghai please contact Michael Darragh Digital Strategic Planner Ogilvy Public Relations Worldwide / Shanghai [email_address] t. +86 21 2405 1719 m. +86 137 6130 6133

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