RESULTS OF IMPACT STUDY

WEB.EFFECTS MOBILE

Client: DAK-Gesundheit

Product: DAKpro Balance

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The Mobile Campaign

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Campaign objective: Increase brand awareness

Campaign Success: Increase of Ad Awareness

by Advertising on Small Screen

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Increase of brand awareness by 14%.

Aided brand awareness 74.1%

in the relevant target group

(20-49 years old, interested in health

topics) are aware of DAK.

+14%

Basis: respective total sample; data in %

Question: Which of the following public health insurance companies do you know – even if only by name?

* Target group of 20-49 years olds who are interested in health topics (without contact: n= 68 / with contact: n=58).

Every 4th Respondent Recalls Advertising by DAK

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Significant increase of ad recall by 57%.

Basis: respective total sample; data in %

Question: For which of the following public health insurance companies have you recently seen, read or heard advertising??

Ad recall

+57%

Positive Image Transfer Through the Mobile Campaign

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Significant impact of mobile advertising: Statements such as “DAK offers attractive bonus

programmes” or “You can save money with DAK” score the highest.

Basis: respective sample – respondents who know DAK; data in %

Question: You indicated that you know DAK. When you think about DAK once again, to what extent do the following statements apply to you on a scale from 1-6: 1=completely agree;

6=completely disagree.

Image of DAK: Top 2 box score

+5% +15% +12%

Higher Intention to Act in the Relevant Target Group

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Almost every 7th respondent in the relevant target group would recommend DAK; 8% would even

switch to DAK.

Basis: total; data in %

Question: Could you imagine switching to DAK and/or recommend DAK to friends and acquaintances? / Could you imagine changing your current health insurance company?

Intention to act: Top 2 box score

Conclusions

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Mobile advertising significantly contributes to an increase in brand awareness. Three out of

four persons in the relevant target group are aware of DAK after seeing mobile advertising

by DAK.

Significant increase of ad recall by 57%. Every 4th respondent recalls advertising by DAK.

Even the recall of the creative could be expanded significantly.

Positive image transfer: Statements such as "DAK offers attractive bonus programmes" or

"You can save money with DAK" score the highest here.

Almost every 7th respondent in the relevant target group (20-49 years, interested in health

topics) would recommend DAK; 1 out of 10 would even switch to DAK.

Campaign objective: Increase brand awareness

Key Data

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Campaign period: 01/05/2014 - 30/06/2014

Survey period: 06/05/2014 - 06/07/2014

Advertising media: Mobile Medium Rectangle Logout

Mobile Banner 2:1/4:1/6:1

Sample: Baseline measurement (without campaign contact*): n=224

Final measurement (with campaign contact*): n=189

Method: On-site survey on mobile pages of WEB.DE/GMX

Source: United Internet Media Research 2014

* Measurement of campaign contacts based on cookies

* In order to ensure a valid comparison of the samples (comparison groups should have the same structure), a weighting by age and gender was performed according to AGOF mobile facts 2014-I.

Thank you for your attention!

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MICHAEL ESIPOVICH Project Manager Market Research

Tel.: +49 (0)721 / 91374 - 1708

E-Mail: michael.esipovich@united-internet-media.de

Web: www.united-internet-media.de