Awareness study

2011

• Domyos: Sports clothing line for children

• Target group: Families with kids between 4 and 14 years old

• Media campaign: launch in cinema during 4 weeks (4 weeks before

launch in outdoor, television, papers)

• Strategic timing movie release the Smurfs August 3rd

• 4 weeks Family Pack as of August 10th

Objective:

measure the percentage of respondents who have recognized the

product and brand of the advertising (= level of awareness before/after

the campaign)

• Online: Recruting via Facebook

• Pre-test 586 interviews

• Post test: 2010 interviews

Timing

• Pre-test : 1st – 3rd August

• Post-test 1 : 2nd – 14th August - exclusive cinema campaign

• Post-test 2 : 5th – 13th September - after total campaign

Percentage of respondents who knows Domyos,

even if it is only by name

Effect of cinema campaign

• Posttest 1: Product awareness of

Domyos increased from 36% to 42%

during the cinema campaign only

• Posttest 2: Product awareness

increased to 72% by the end of the

multi-media campaign within the

moviegoers

“Here follows a list of brands, which ones do you know by name?”

Product awareness - aided

29%

49%

37%

52%

50%

90%

NL

FR

Aided Product awareness

Pre-test

Post-test first results

Post-testN=101

N=235

N=27

N=111

N=373

N=12

Percentage of respondents who think of Decathlon spontaneously

“If you think of a sports store, which ones cross your mind?”

Effect of cinema campaign

• TOM Brand awaraness Decathlon increased from 67% to 85%

with the moviegoers

“When you think of a sports store, which stores do you spontaneously think of?”

Top of mind

69%

66%

67%

67%

75%

93%

NL

FR

TOM Decathlon

Pre-test

Post-test first results

Post-test

N= 18

N= 28

N= 665

N= 301

N= 259

N= 138

The product awareness of Domyos increased from 36% to 42%

thanks to

• Post test 1: After a few days of exclusively cinema campaign

From 36% to 42%

• Post test 2: At the end of the multi-media campaign

72% of the moviegoers who have seen the spot

66% of all the persons

Effect cinema campaign on Top of Mind awareness Decathlon

• Post test 2: At the end of the multi-media campaign

85% of the moviegoers who have seen the spot (= +18%)

77% of all the persons