Edf summary

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  • 1. EDF Olympics August 2012

2. Key Campaign information EnvironmentKey Campaign Objectives To test awareness of EDF as an Olympic sponsor To test general awareness of EDF advertising To test opinions about EDF advertising To test brand perceptions of EDF and whether they have been improved by the domination To understand participants opinions about station domination 3. Station domination increases spontaneous awareness of EDF as an official Olympic Sponsor +36%Source: Research Now, Q10 Which, if any, of the following brands of chewing gum have you seen advertised recently (i.e. within the last month)?+41% 4. The domination has strengthened perceptions towards the EDF brand Test Recognisers are:+86%More likely to say their perception has become more positive recently+57%y EDF More likely to sa ers are industry lead Source: Research Now EDF Research, August 2012. Q8 Here are a list of statements that could be associated with EDF, please state how much you agree with each statement. 5. The domination strengthened all positive descriptions of the brandSource: Research Now EDF Research, August 2012. Q9 On a scale of 1-10 where 1 does not describe the brand at all and 10 describes the brand very well. Please rate how well you think each of the following words describes EDF) 6. A strong reaction to the creative has lead to increased call to action Test recognisers are:+105%*+129%*more likely to think about buying the productmore likely to take further action e.g. online searches*compared to control Source: Research Now EDF Research, August 2012. To what extent do you agree or disagree with the following statements about advertisers who undertake this type of advertising?+56%* more likely to talk about the advertising 7. The domination drove propensity to recommend the brand to others+51% +33%Source: Research Now EDF Research, August 2012. Q4 On a scale of 1-10, how likely are you to recommend the following Energy suppliers to your friends, family or work colleagues? 10 is very likely, 1 is not likely at all. 8. Summary The station domination has driven spontaneous awareness of EDF as an Olympic sponsor There has been a strong recall of the station advertising The campaign was seen to be impactful and memorable leading to improved opinions of EDFs advertising Brand image has also been strengthened by the campaign Increased positivity has in turn driven call to action in both recommendation and usage intent 9. Want to find out more? Contact the JC Decaux research team to find out how the campaign performed across other metrics 10. Want to find out more? Contact the JC Decaux research team to find out how the campaign performed across other metrics