Monday, 5 November 2012

Showing the results of just one exposure to an interactive "Event" against the reach and frequency model of traditional advertiing.

Client: Reckitt & Colman.

Brand: Setamol 500

Category: Analgesic.

Research: AGB

"Findings from this Post Event Survey shows impressive increases in scores for those who saw the Event in comparison for those who did not. Results are consistently superior in all three key market measures: Prompted-Brand-Awareness +92.6%, Past-Four-Week-Purchase +47% and Definitely-Will-Buy +47%.



Client: Warner Lambert.

Brand: Listerine.

Product Category: Mouthwash

Research: Market Intelligence Corporation.


"Gains in all key measurements were recorded among consumers exposed to the newspaper interactive event, versus those not exposed. These gains were: Unaided Awareness 39%, Aided 11%, Past-Four-Week-Purchase 55% and Next-Purchase 97%. This translates in total market gain of 8% for Unaided-Awareness; 2% gain in Aided-Awareness; 11% increase in Past-Four-Weeks-Purchase and 19% in Brand-Next-Purchase."



Client: Warner Lambert.

Brand: Listerine.

In-Store Sampling Programme.

Research: Market Intelligence Corporation.

Research Protocol: Interactive Sampling was conducted in 6 stores with other 6 matched stores used as a control group where sampling was conducted without the interactive elements. Additionally, other stores that had no sampling programme at all were monitored. Purchase behaviour was monitored for three months. Actual inventory and cases sold were monitored.

"For the month of November (time of sampling and commencement of survey) an increase of 129% in actual purchase was obtained in those stores where the interactive sampling programme took place versus those (control) stores where the interactive sampling did not take place.

The average for the three month programme, November, December, January was a gain of 36% in purchase, versus those stores where the interactive programme was not held."


Client: Nestle.

Brand: Nescafe Excella Coffee.

Product: Instant Coffee.

Research: Market Intelligence Corporation.

"Substantial gains in all key measurements were recorded among those readers who were exposed to the interactive event versus those who were not. Unaided Awareness of the brand increased 19%; Aided-Awareness increased 10%; Past-Four-Week-Purchase increased 33% and Brand-Next-Likely increased 31%. In the total market these increases translated to a 4% increase in Unaided-Awareness; 2% increase in Aided-Awareness; 8% increase in Past-Four-Week Purchase and 8% increase in Future Purchase-Intent.

Follow-up programme in same publications seven months after above programme.

As a result of the feedback from the above programme, the creative was strengthened to focus on a secondary feature of the above. OpinionGram responses from this programme event suggested this repositioning.

"Increases in all key measurements were recorded: Unaided-Awareness + 60%; Aided-Awareness +8%; Past-Four-Week-Purchase +70% and Next-Brand-Purchase +54%.

The effect on the total market among those exposed versus not exposed was in the magnitude of: Unaided-Awareness +12%; Aided-Awareness +2%; Past-Four-Week-Purchase +15% and Brand-Will-Buy-Next =11%."

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