Published on March 5, 2014
More Than October 2013
Key Campaign information Environment Key Campaign Objectives Prove that the out of home campaign can boost awareness of an established brand Illustrate the effectiveness of out of home at delivering a key message Show how out of home can boost call to action metrics such as recommendation and consideration Illustrate how the campaign has worked amongst current and non MORE TH>N customers Source: Research Now Aviva Research, Jan 2013
Top of mind brand awareness amplified by first burst of the out of home campaign +100% increase in top of mind brand awareness amongst Poster Recognisers after burst 1 First mentions: 4% total, 8% recognisers Total Spontaneous Awareness 28% 16% Pre Stage Total Q1: Thinking specifically about companies that provide insurance (e.g. home, motor, and pet insurance), which ones come to mind? First mention & All mentions Source: More Than Campaign Research. Vision Critical, May 2013 20% Mid Stage 1 Total Poster Recognisers
The poster campaign has strengthened brand positivity “It makes me feel more positive about MORE TH>N” +8% 37% 40% 25% 26% Total Poster recognisers Wave 2 Wave 3 Q19: After seeing this advertising – to what extent do you agree or disagree with the following statements? Source: More Than Campaign Research. Vision Critical, May 2013
Each burst of the OOH campaign successfully enhanced perceptions Pre stage W2 W2 Poster Recs Helpful Genuine W3 Poster Recs Trustworthy 25% 24% 22% Value 21% 20% Fair Passionate Top 5 Association Shifts 23% 19% Quirky Caring 13% 22% 21% Straight forward 26% 26% 26% 21% 31% Modern Serious 31% 24% Friendly Honest Dependable Reassuring Loyal Experts Q12: On a scale of 1-10 where 1 does not describe the brand and 10 describes the brand very accurately. Please rate how well each of the following words describes MORE TH>N Source: More Than Campaign Research. Vision Critical, May/October 2013 Loyal Honest Passionate Experts Fair +91% +86% +82% +82% +77%
Despite a general fall in recommendation, the 2nd poster campaign has strengthened it above and beyond the first burst Likelihood to recommend: 7-10 score Wave 2: Recognisers: 23% 32% Pre: 19% +21% +39% Wave 3: Recognisers: 21% 35% Q11: On a scale of 0-10 where 0 is definitely would not recommend and 10 is definitely would recommend, how likely would you be to recommend each of the following insurance companies to a friend or colleague? *7-10 score Source: More Than Campaign Research. Vision Critical, May/October 2013 +67%
Summary • The campaign worked well at driving top of mind brand awareness • The positivity towards all creatives has in turn increased positivity towards the brand • The differing messages of the 2 bursts both achieved saliency • The poster campaign has successfully offset an apparent decline in general brand perception by strengthening feelings towards More TH>N amongst recognisers
Want to find out more? Contact the JC Decaux research team to find out how the campaign performed across other metrics
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