MTR Advertising Campaigns - Ad Recall StudiesNokia 76 71 0 20 40 60 80 100 Incidence of seeing...
Transcript of MTR Advertising Campaigns - Ad Recall StudiesNokia 76 71 0 20 40 60 80 100 Incidence of seeing...
Objective
Research Objective
• The primary objective was to measure the level of advertising awareness for campaigns in MTR Stations in 2006
Methodology
• Face-to-face intercept interview
• In total 1,800 interviews, conducted in 9 waves, were completed at major MTR stations
• Target respondents:Aged 18 – 49 Having traveled by MTR within the past 7 days
• Fieldwork was conducted in 2006 by TNS Hong Kong
Cathay Pacific
68 62
0
20
40
60
80
100Incidence ofseeing
Message Recall(Cathay Pacific /60thAnniversary)
Brand Recall
%
Base = 200
Cathay Pacific
Campaign Period: 20 August – 17 October 2006Advertising Format: Zone Domination with Audio Sound
68% of the respondents saw the ad of Cathay Pacific.
For those who saw the ad, 91% could recall the message, the average frequency of seeing was 6.6 times per week and 93% could recall the brand.
63
One2Free
5748
0
20
40
60
80
100Incidence ofseeing
Message Recall(One2Free/3GTV/ MusicChannel)
Brand Recall
%
Base = 200
One2Free
Campaign Period: 19 August – 8 September 2006Advertising Format: Trackside 12-Sheet and Poster On Wall with Music Plug In
57% of the respondents saw the ad of One2Free.
For those who saw the ad, 84% could recall the message, the average frequency of seeing was 5.1 times per week and 73% could recall the brand.
42
Bank of China
62
41
0
20
40
60
80
100Incidence ofseeing
Message Recall(Bank of China /Mortgage)
Brand Recall
%
Base = 200
Bank of China
Campaign Period: 2 August – 17 October 2006Advertising Format: Poster On Wall, 12-Sheet, 6-sheet Scrolling Unit
62% of the respondents saw the ad of Bank of China.
For those who saw the ad, 66% could recall the message, the average frequency of seeing was 4.6 times per week and 39% could recall the brand.
24
Campaign Period: 21 October – 19 November 2006Advertising Format: 12-Sheet
FedEx
6957
0
20
40
60
80
100Incidence ofseeing
Message Recall(FedEx / CourierService/ Expressto China)
Brand Recall
FedEx
69% of the respondents saw the ad of FedEx.
For those who saw the ad, 83% could recall the message, the average frequency of seeing was 5.4 times per week and 80% could recall the brand.
55
%
Base = 200
Campaign Period: 28 October – 15 December 2006Advertising Format: Consecutive Trackside 12-Sheet
Nokia
76 71
0
20
40
60
80
100Incidence ofseeing
Message Recall(Nokia 5300Mobile Phone)
Brand Recall
Nokia
76% of the respondents saw the ad of Nokia.
For those who saw the ad, 94% could recall the message, the average frequency of seeing was 6.2 times per week and 90% could recall the brand.
68
%
Base = 200
Sony Ericsson
65 62
0
20
40
60
80
100Incidence ofseeing
Message Recall(Sony Ericsson/Mobile Phone/ I oMusic)
Brand Recall
%
Base = 200
Sony Ericsson
Campaign Period: 7 October – 15 December 2006Advertising Format: Zone Domination, 12-Sheet, 4-Shee t Trackside Billboard, 6-sheet Scrolling Unit, Pillars and Bunting
65% of the respondents saw the ad of Sony Ericsson.
For those who saw the ad, 95% could recall the message, the average frequency of seeing was 6.3 times per week and 88% could recall the brand.
57
Campaign Period: 28 October – 5 December 2006Advertising Format: Zone Domination, Poster On Wall, 12-Sheet and Escalator Crown
Canon
81 74
0
20
40
60
80
100Incidence ofseeing
Message Recall(Canon/ DigitalCamera)
Brand Recall
Canon
81% of the respondents saw the ad of Canon.
For those who saw the ad, 91% could recall the message, the average frequency of seeing was 5.9 times per week and 92% could recall the brand.
74
%
Base = 200
HSBC
59 54
0
20
40
60
80
100Incidence ofseeing
Message Recall(HSBC /Invesment)
Brand Recall
%
Base = 200
HSBC
Campaign Period: 24 June – 11 August 2006Advertising Format: Real Time Projection Network, Floor vision, Buntings, Bulkhead, 12-Sheet
59% of the respondents saw the ad of HSBC.
For those who saw the ad, 92% could recall the message, the average frequency of seeing was 5.4 times per week and 73% could recall the brand.
43
Campaign Period: 28 June – 25 July 2006Advertising Format: Pillars at Admiralty Station
Wing On Travel
58 53
0
20
40
60
80
100Incidence ofseeing
Message Recall(Wing OnTravel/TravelServices)
Brand Recall
Wing On Travel
58% of the respondents saw the ad of Wing On Travel.
For those who saw the ad, 91% could recall the message, the average frequency of seeing was 4.3 times per week and 61% could recall the brand.
35
%
Base = 200
Campaign Period: 3 June – 14 July 2006Advertising Format: Trackside 12-Sheet and Trackside Billboard
LG Mobile
89 87
0
20
40
60
80
100Incidence ofseeing
Message Recall(MobilePhones/LG)
Brand Recall
LG Mobile
89% of the respondents saw the ad of LG Mobile Phone.
For those who saw the ad, 98% could recall the message, the average frequency of seeing was 7.2 times per week and 83% could recall the brand.
74
%
Base = 200
Ocean Park
7866
0
20
40
60
80
100Incidence ofseeing
Message Recall(Ocean Park/Various SummerWater Games)
Brand Recall
%
Base = 200
Ocean Park
Campaign Period: 15 July – 4 August 2006Advertising Format: Escalator Crown
78% of the respondents saw the ad of Ocean Park.
For those who saw the ad, 85% could recall the message, the average frequency of seeing was 8.3 times per week and 82% could recall the brand.
64
Campaign Period: 13 January – 2 February 2006Advertising Format: Escalator Crown with Extension, Bunting, Stickers on Entry Gates
Pizza Hut
78 77
0
20
40
60
80
100Incidence ofseeing
Message Recall(Pizza Hut/Salmon Pizza)
Brand Recall
Pizza Hut
78% of the respondents saw the ad of Pizza Hut.
For those who saw the ad, 99% could recall the message, the average frequency of seeing was 7.6 times per week and 92% could recall the brand.
72
%
Base = 200
Standard Chartered Bank
6047
0
20
40
60
80
100Incidence ofseeing
Message Recall(StandardChartered /Dream Account)
Brand Recall
%
Base = 200
Standard Chartered Bank
Campaign Period: 17 July – 20 October 2006Advertising Format: In-train campaign, Full train body, Zone Domination, iCentre
60% of the respondents saw the ad of Standard Chartered.
For those who saw the ad, 79% could recall the message, the average frequency of seeing was 4.8 times per week and 73% could recall the brand.
44
Nestle
7260
0
20
40
60
80
100Incidence ofseeing
Message Recall(Nestle/MangoMadness)
Brand Recall
%
Base = 200
Nestle
Campaign Period: 29 July – 25 August 2006Advertising Format: Poster On Wall and Escalator Crown with Extension
72% of the respondents saw the ad of Nestle.
For those who saw the ad, 83% could recall the message, the average frequency of seeing was 8.2 times per week and 78% could recall the brand.
56
Campaign Period: 29 April – 9 June 2006Advertising Formats: Trackside 12-Sheet, Trackside Billboard
89% of the respondents saw the ad of Samsung .
For those who saw the ad, 99% could recall the message, the average frequency of seeing was 7.2 times per week and 92% could recall the brand.
Samsung
89 88
0
20
40
60
80
100Incidence ofSeeing
Message Recall(Anycall D528 /Mobile phone )
Brand Recall
%
82
Base = 200
Samsung
Campaign Period: 25 March – 14 April 2006Advertising Formats: Concourse 12-Sheet, Trackside 12-Sheet, Trackside Billboard, Platform Screen Door
84% of the respondents saw the ad of McDonald’s.
For those who saw the ad, 99% could recall the message, the average frequency of seeing was 8.4 times per week and 99% could recall the brand.
McDonald’s
%
Base = 200
McDonald’s
84 83
0
20
40
60
80
100Incidence ofSeeing
Message Recall(飯tastic /McDonald's )
Brand Recall
83
Campaign Period: 8 – 21 April 2006Advertising Formats: Poster On Wall, Escalator Crown
51% of the respondents saw the ad of Ocean Park.
For those who saw the ad, 99% could recall the message, the average frequency of seeing was 6.4 times per week and 84% could recall the brand.
Ocean Park
%
Base = 200
Ocean Park
51 50
0
20
40
60
80
100
Incidence ofSeeing
Message Recall(水母萬花筒 /水母館 / Ocean Park)
Brand Recall
43
Campaign Period: 5 – 28 April 2006Advertising Formats: Zone Domination at Causeway Bay, Trackside 12-Sheet, Pillars, Poster On Wall
84% of the respondents saw the ad of Motorola.
For those who saw the ad, 97% could recall the message, the average frequency of seeing was 7.4 times per week and 83% could recall the brand.
Motorola
%
Base = 200
Motorola
84 81
0
20
40
60
80
100Incidence ofSeeing
Message Recall(Moto 明 A1200手提電話/Motorola )
Brand Recall
70
Campaign Period: 13 May – 2 June 2006Advertising Formats: Concourse 12-Sheet, Trackside 12-Sheet, Sticker Next to Saloon Window, Saloon Window sticker
52% of the respondents saw the ad of CSL .
For those who saw the ad, 96% could recall the message, the average frequency of seeing was 4.5 times per week and 78% could recall the brand.
CSL
%
Base = 200
CSL
52 50
0
20
40
60
80
100Incidence ofSeeing
Message Recall(3G隨身TV, CSL,1010 )
Brand Recall41
Campaign Period: 6 – 26 May 2006Advertising Formats: Trackside 12-Sheet, Real Time Projection Zone, Poster On Wall, 4-Sheet
86% of the respondents saw the ad of Sony Pictures Releasing International.
For those who saw the ad, 90% could recall the message, the average frequency of seeing was 6.4 times per week and 50% could recall the brand.
Sony Pictures Releasing International
%
Base = 200
Sony Pictures Releasing Int’l
8677
0
20
40
60
80
100Incidence ofSeeing
Message Recall(The Da VinciCode / game /5.18全球解碼 )
Brand Recall43
Campaign Period: 18 Feb – 24 Mar 2006Advertising Format: Consecutive 12-Sheet with Platform Screen Door at Admiralty, Poster On Wall
52% of the respondents saw the ad of Bank of China.
For those who saw the ad, 89% could recall the message, the average frequency of seeing was 7.8 times per week and 66% could recall the brand.
Bank of China
%
Base = 200
Bank of China
52 46
0
20
40
60
80
100Incidence ofseeing
Message Recall(Bank of China /Investment)
Brand Recall34
Campaign Period: 1 – 24 March 2006Advertising Format: 12-Sheet, pillars
91% of the respondents saw the ad of Samsung.
For those who saw the ad, 92% could recall the message, the average frequency of seeing was 6.7 times per week and 76% could recall the brand.
Samsung
%
Base = 200
Samsung
91 84
0
20
40
60
80
100Incidence ofseeing
Message Recall(Digimax i6 /Digital camera)
Brand Recall
69
Campaign Period: 4 – 31 March 2006Advertising Format: Zone Domination at Central, PSD, trackside 12-Sheet
70% of the respondents saw the ad of HSBC.
For those who saw the ad, 91% could recall the message, the average frequency of seeing was 6.6 times per week and 58% could recall the brand.
HSBC
%
Base = 200
HSBC
70 64
0
20
40
60
80
100Incidence ofseeing
Message Recall(HSBC /Investment)
Brand Recall
41
Campaign Period: 3 – 24 March 2006Advertising Format: Consecutive Escalator
Crown Package
45% of the respondents saw the ad of Sony.
For those who saw the ad, 77% could recall the message, the average frequency of seeing was 6.1 times per week and 66% could recall the brand.
Sony
%
Base = 200
Sony
4535
0
20
40
60
80
100Incidence ofseeing
Message Recall(DV Camera/DVD Handycam)
Brand Recall30
Campaign Period: 11 Feb – 3 Mar 2006Advertising Format: Trackside 12-Sheet
49% of the respondents saw the ad of Nike Women.
For those who saw the ad, 84% could recall the message, the average frequency of seeing was 6.2 times per week and 77% could recall the brand.
Nike Women
%
Base = 200
Nike Women
4941
0
20
40
60
80
100Incidence ofseeing
Message Recall(Nike Women /Sportswear)
Brand Recall38
Campaign Period: 1 – 28 Feb 2006Advertising Format: Trackside Billboard at Causeway Bay and Mongkok, iCentre at Central, Wanchai, Kowloon Tong and Kowloon Bay, Trackside 12-Sheet
73% of the respondents saw the ad of LG Electronics.
For those who saw the ad, 90% could recall the message, the average frequency of seeing was 6.3 times per week and 88% could recall the brand.
LG Electronics
%
Base = 200
LG Electronics
73 66
0
20
40
60
80
100Incidence ofseeing
Message Recall(LG Mobile / 3GMobile)
Brand Recall
64
Campaign Period: 31 Dec 2005 – 24 Feb 2006Advertising Format: 12-Sheet Concourse Zone at Causeway Bay and Mongkok, Escalator Crown
75% of the respondents saw the ad of Sony Walkman.
For those who saw the ad, 74% could recall the message, the average frequency of seeing was 8.5 times per week and 85% could recall the brand.
Sony Walkman
%
Base = 200
Sony Walkman
75
56
0
20
40
60
80
100Incidence ofseeing
Message Recall(Sony Walkman /Music for wear /A-series)
Brand Recall
64
Campaign Period: 13 Jan – 2 Feb 2006Advertising Format: 5 x half Consecutive Escalator
Crown Package
79% of the respondents saw the ad of Nike.
For those who saw the ad, 98% could recall the message, the average frequency of seeing was 8.4 times per week and 94% could recall the brand.
Nike
%
Base = 200
Nike
79 77
0
20
40
60
80
100Incidence ofseeing
Message Recall(Nike / Footwear /Run on Air)
Brand Recall
74
Campaign Period: 10 Dec 05 – 24 Jan 06Advertising Format: Causeway Bay Upper Platform Zone Domination, Trackside 12-Sheet
86% of the respondents saw the ad of Levi’s Fashion.
For those who saw the ad, 97% could recall the message, the average frequency of seeing was 6 times per week and 89% could recall the brand.
Levi’s Fashion
%
Base = 200
Levi’s Fashion
86 83
0
20
40
60
80
100
Incidence ofseeing
Message Recall(Levi's / Jeans /New Levi'sengineeredjeans)
Brand Recall
77
Campaign Period: 21 Jan – 11 Feb 06Advertising Format: Station Domination package at Wanchai, Trackside 12-Sheet, 6x train door window stickers (half train)
49% of the respondents saw the ad of Nippon Paint.
For those who saw the ad, 93% could recall the message, the average frequency of seeing was 5.6 times per week and 68% could recall the brand.
Nippon Paint
%
Base = 200
Nippon Paint
49 46
0
20
40
60
80
100Incidence ofseeing
Message Recall(Nippon Paint /油漆/ 乳膠漆 )
Brand Recall33
Campaign Period: 10 – 30 Dec 2005Advertising Format: Trackside 12-Sheet
75% of the respondents saw the ad of Samsung.
For those who saw the ad, 93% could recall the message, the average frequency of seeing was 5 times per week and 73% could recall the brand.
Samsung
%
Base = 200
Samsung
75 70
0
20
40
60
80
100Incidence ofseeing
Message Recall(Samsung /SamsungAnycall E578 /Mobile Phone)
Brand Recall
55
Campaign Period: 10 – 30 Dec 2005Advertising Format: Concourse 12-Sheet, Poster On Wall at Mongkok, TST and Causeway Bay
54% of the respondents saw the ad of Chow Sang Sang.
For those who saw the ad, 97% could recall the message, the average frequency of seeing was 5.7 times per week and 79% could recall the brand.
Chow Sang Sang
%
Base = 200
Chow Sang Sang
54 52
0
20
40
60
80
100Incidence ofseeing
Message Recall(Chow SangSang / Diamond /Jewellery)
Brand Recall43
Campaign Period: 9 - 30 Dec 2005Advertising Format: Zone domination at Causeway Bay and Power Zone at Mongkok, Trackside 12-Sheet
43% of the respondents saw the ad of Nokia 6111.
For those who saw the ad, 89% could recall the message, the average frequency of seeing was 5.7 times per week and 74% could recall the brand.
Nokia
%
Base = 200
Nokia
43 38
0
20
40
60
80
100
Incidence ofseeing
Message Recall(Nokia 6111 / 超細.超愛拍 /Handy MobilePhone
Brand Recall32
ToysRus
Campaign Period: 7 Dec 2005 – 3 Jan 2006Advertising Format: Zone domination at Causeway Bay, 4-Sheet
43% of the respondents saw the ad of ToysRus.
For those who saw the ad, 86% could recall the message, the average frequency of seeing was 3.7 times per week and 71% could recall the brand.
%
Base = 200
ToysRus
43 37
0
20
40
60
80
100Incidence ofseeing
Message Recall(Toys / ToysRus/ Christmas giftsfor everyone)
Brand Recall31
Campaign Period: 30 Nov – 20 Dec 2005Advertising Format: Pillar at Admiralty
54% of the respondents saw the ad of Kao -Asience.
For those who saw the ad, 72% could recall the message, the average frequency of seeing was 4.5 times per week and 37% could recall the brand.
Kao - Asience
%
Base = 200
Kao - Asience
5439
0
20
40
60
80
100Incidence ofseeing
Message Recall(New Shampoo &Conditioner /hair care / Kao /Asience)
Brand Recall20
Campaign Period: 30 Nov – 21 Dec 2005Advertising Format: Concourse 12-Sheet with extension at Mongkok, Trackside Billboard at Causeway Bay and Kowloon Tong, Consecutive Trackside 12-Sheet
77% of the respondents saw the ad of Hong Kong Broadband.
For those who saw the ad, 95% could recall the message, the average frequency of seeing was 7.1 times per week and 78% could recall the brand.
Hong Kong Broadband
%
Base = 200
Hong Kong Broadband
77 73
0
20
40
60
80
100
Incidence ofseeing
Message Recall(Broadbandservice / FastSpeed / HKBroadband)
Brand Recall
60
Campaign Period: 7 – 27 Dec 2005Advertising Format: Pillars at Admiralty lower platform, 4-Sheet
81% of the respondents saw the ad of Warner Bros.For those who saw the ad, 98% could recall the message, the average frequency of seeing was 6.2 times per week and 71% could recall the brand.
Warner Bros
%
58
Base = 200
Warner Bros
58
81 79
0
20
40
60
80
100Incidence ofseeing
Message Recall(Warner Bros /Harry Potter /Goblet of Fire)
Brand Recall