MTR Advertising Campaigns

- Ad Recall Studies2006

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