wickes july 2011. key campaign information environment/panels key campaign objectives other media...
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Brand Science Econometrics proves Outdoor and TV drives higher ROI Sample Set: All FMCG Results Vault studies ( ) - with and without measured Outdoor RROI TV Only TV & Outdoor Average TV RROI £0.93 £ %TRANSCRIPT
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WickesJuly 2011
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Key Campaign information
Environment/Panels Key Campaign Objectives
Other Media
109 Roadside 48 Sheets
Drive Wickes brand awareness, strengthen brand perceptions and drive key call to action metrics
Other Information
Amongst female home owners
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Brand Science Econometrics proves Outdoor and TV drives higher ROI
Sample Set: All FMCG Results Vault studies (2002 -2008) - with and without measured Outdoor RROI
TV Only TV & Outdoor
Aver
age
TV R
ROI
£0.93
£1.31+41%
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739 GRPs597 TVRs
Test and control regions to show how outdoor can amplify a TV
campaign
983 GRPs
412 PRPs
TV Solus (Control)TV & OOH (Test)
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Out of home amplifying the increase in brand awareness delivered by the TV
campaignBrand Awareness
53% 50%
62%53%
+6%+17%
Q1. In the space below, please write down the names of all the retailers you know of where you can buy kitchens from?
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The outdoor element also increased awareness of Wickes advertising over and
above TV
25%22%
29%25%
+14%+16%
And which, if any, of these retailers that sell kitchens have you seen or heard advertising for in the past two weeks?
Advertising Awareness
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The roadside campaign enhanced perceptions of Wickes
35%
23%
12%
25%
13%
29%
21%
45%
21%
38%
31%
17%
28%
16%
26%24%
49%
23%
Succe
ssful
Quality
Premium
Confident
Prestige
Traditional
Fash
ionable
ValueProud
+9%+35%+42%+12%+23%-10%+14%+9%+10%
Q8. On a scale of 0 to 10, where 0 is ‘doesn’t describe the brand at all’ and 10 is ‘describes the brand very accurately’, how do the following words describe Wickes? – Central Region – all those who scored 7+
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Perceptions stronger in region with out of home campaign
31%
26%
16%
24%
13%
24%20%
42%
21%
38%
31%
17%
28%
16%
26%24%
49%
23%
Succe
ssful
Quality
Premium
Confident
Prestige
Traditional
Fash
ionable
ValueProud
+10%+17%+20%+8%+23%+17%+6% +19%+23%
Q8. On a scale of 0 to 10, where 0 is ‘doesn’t describe the brand at all’ and 10 is ‘describes the brand very accurately’, how do the following words describe Wickes? – Central Region – all those who scored 7+
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Out of home increased perceptions of Wickes over and about any TV effect
CentralHas a wide range of kitchens +7%Sources the best quality products +5%Is a kitchen retailer for people like me +13%Is a retailer for people who want a professional finish +13%Sells kitchens at affordable prices +6%Sells stylish kitchens +7%Sells contemporary kitchens +15%Sells innovative products +6%
Q7. Looking at the following list of statements, which, if any, apply to each of the following retailers. Central. Indexes shown
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Summary
• Out of home amplified both brand and advertising awareness over and above what the TV achieved
• A stronger uplift in brand perception was observed amongst those in the region where out of home was present
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Want to find out more?
Contact the JC Decaux research team to find out how the campaign performed across other metrics