Impact study on product launch campaign

« Mikado King Choco »

2012

• The campaign ran from 21/05 till 24/06 on national television as main medium.

• The TV campaign was supported by a bus shelter poster campaign (28/5-4/6).

• The spot was shown in cinema theatres* from 31/05 till 26/06.

• The gross value of the national cinema campaign represents less than 5,7% of

the total gross value of the TV + OOH campaign.

* See “test setup”

• The survey ran from June 6 till July 10.

• In each of the geographical area’s a sample of +/- 400

respondents (between 18 and 49 years of age) was recruited from the

iVox online access panel.

• Each respondent had been to the movies during the period* that

the Mikado spot ran at the cinema (= screen-in question).

2 sub-samples: +/- 800 exposed & +/- 800 non-exposed**

* The “reference period” of the screen-in question was adapted each survey week to cover the campaign

period. The actual exposure to the spot can vary from minimum 1 day before the interview up to maximum 6

weeks before.

* * After cleaning and weighing (based on gender and age – reference universe: “CIM Total Cinema, 18-49

years”) the exposed group = 736 and the non-exposed group = 724. Respondents are attributed to the

exposed or non-exposed group based on the location where they visited a cinema theatre!

5636

10.364

11.682

16%

28%

43% 46%

TV Only TV+Cinema TV+Outdoor All Media

Incr € by % Spont. ADV

Spontaneous Adv

TV + outdoor 52% more spontaneous recall versus TV+Cinema,

but 84% more expensive per incremental %

Base: Light/Non TV-viewers

5158

18.443

9.901

54%

67% 69%

89%

TV Only TV+Cinema TV+Outdoor All Media

Incr € by % Aided ADV

Aided ADV

TV+outdoor: 3% more aided recall vs TV+Cinema,

but 358% more expensive per incremental %

Base: Light/Non TV-viewers

“

De resultaten bevestigen ons eerdere vermoeden:

de complementariteit tussen bioscoop en TV/outdoor werkt,

zeker bij de Light TV-viewers.

Sinds cinema 100% digitaal werd, is bioscoop als

complementair medium ook een stuk toegankelijker voor

adverteerders. Daarom kan ik de combinatie, in functie van

de creatie, tone-of-voice en boodschap, zeker aanraden.

”

”

• Een bioscoopcampagne toevoegen aan de klassieke FMCG TV- en outdoor

mediamix, zorgt voor een aanzienlijke stijging in TOM-, spontane en geholpen

naamsbekendheid.

• De impact is het grootst op Light/Non-TV viewers, wat betekent dat bioscoop zeer

complementair is met TV.

• Bioscoop is het meest kostenefficiënte, complementaire medium. Hiermee bevestigt

Mindshare de resultaten van ROI-studie van BrandScience voor FMCG

adverteerders.