QJ Media Case studies

CASE STUDIES

Feminine Hygiene Category – Brand X (Jan 2006)
Kelloggs (July 2005)
Seat (Dec 2004)
Samsung (Aug 2004)
Reckitt & Benckiser – Veet (May 2004)
Lynx (May 2004)

Feminine Hygiene Category – Brand X (Jan 2006)

Objective: To raise awareness of Feminine Hygiene Category – Brand X.

Activity: 6 sheet, Mirror & Locker stickers (in Female change rooms), Sport Ads and Shower Vinyls (in Female change rooms).

Number of venues: 100

Kelloggs (Jul 2005)

Objectives:

To gauge effectiveness of gym advertising for health cereal brands
To identify any increase in brand awareness for Special K
To measure impact of advertising campaign on brand consideration

Achievement: The campaign in gyms successfully raised awareness of Special K.

In Test gyms, 20% of respondents spontaneously mention gym advertising media (Posters/ Lockers). 66% of respondents in Test gyms recognised at least one of the ads. Methodology: 414 face-to-face interviews were conducted in gyms with women 18+ years (test n=264, control n=150 where advertising was not present).

Activity: 6 sheet and LockerAds in Private Health Clubs only

Number of venues: 200 venues

Seat (Dec 2004)

Objective: To measure awareness of Gym Challenge in conjunction with advertising activity

Achievement: Seat were able to maximise their campaign through their ‘Gym Challenge’

The campaign led to 91% total awareness of Seat in test gyms, over 73% total awareness of Seat in control gyms where advertising was not present. 20% spontaneous recall (vs. 7% in control clubs). Opinions of creative were obtained by gender and age. The campaign increased likelihood to consider buying a SEAT from 6% to 10%. Methodology: 413 face-to-face interviews were conducted in gyms with men & women 18+ years (test n=250, control n=163 where advertising was not present).

Activity: 6 sheet posters, SportAd panels, Locker Ads, Water Cooler Ads and a Postcard Leafleting Challenge.

Number of venues: 328 (in proximity to specified Seat dealers)

Reckitt & Benckiser – Veet (May 2004)

Objective: To gain understanding of audience’s perceptions of Veet and hair-removal

Achievement: 50% of respondents use one or more home hair removal products. Brand awareness is second only to Gillette in brand use among home hair removal brands. 20% advertising recall vs. 9% Gillette. Several brand impressions obtained; product effectiveness, trusted brand, self-attractiveness and self confidence, recommend to friend, modern product, easy to use & good for regular use. Methodology: 389 face-to-face interviews were conducted in gyms with women 16-34 years (test n=287, control n=102 where advertising was not present).

Activity: 6 sheet posters

Number of venues: 300

Lynx (May 2004)

Objective: To measure combined effectiveness of sampling and advertising

Achievement: By advertising in gyms, Lynx reached a very receptive audiences for their new shower gel launch. 73% spontaneous awareness for Lynx as a brand recently advertised (vs 30% in clubs without Sampling & SportAds). Just over half of audience picked up a sample and of these, nearly all tried the new product. Respondents who saw the posters were 50% more likely to mention Lynx unaided.Media Recall: SportAds & samples score higher recall than TV in Test venues.

Methodology: 400 face-to-face interviews were conducted in gyms with men 17-44 years (test n=302, control n=98 where advertising was not present).

Activity: SportAd panels, Branded dispenser at receptions and 300,000 samples

Number of venues: 300

Samsung (Aug 2004)

Objective: To run a gym Olympic challenge in conjunction with E800

Activity: Gym challenge, 6 sheet, Sport Ads, Equipment stickers, & Postcard leaflets.

Number of venues: 300




			CASE STUDIES Feminine Hygiene Category – Brand X (Jan 2006) Kelloggs (July 2005) Seat (Dec 2004) Samsung (Aug 2004) Reckitt & Benckiser – Veet (May 2004) Lynx (May 2004) Feminine Hygiene Category – Brand X (Jan 2006) Objective: To raise awareness of Feminine Hygiene Category – Brand X. Activity: 6 sheet, Mirror & Locker stickers (in Female change rooms), Sport Ads and Shower Vinyls (in Female change rooms). Number of venues: 100 Kelloggs (Jul 2005) Objectives: To gauge effectiveness of gym advertising for health cereal brands To identify any increase in brand awareness for Special K To measure impact of advertising campaign on brand consideration Achievement: The campaign in gyms successfully raised awareness of Special K. In Test gyms, 20% of respondents spontaneously mention gym advertising media (Posters/ Lockers). 66% of respondents in Test gyms recognised at least one of the ads. Methodology: 414 face-to-face interviews were conducted in gyms with women 18+ years (test n=264, control n=150 where advertising was not present). Activity: 6 sheet and LockerAds in Private Health Clubs only Number of venues: 200 venues Seat (Dec 2004) Objective: To measure awareness of Gym Challenge in conjunction with advertising activity Achievement: Seat were able to maximise their campaign through their ‘Gym Challenge’ The campaign led to 91% total awareness of Seat in test gyms, over 73% total awareness of Seat in control gyms where advertising was not present. 20% spontaneous recall (vs. 7% in control clubs). Opinions of creative were obtained by gender and age. The campaign increased likelihood to consider buying a SEAT from 6% to 10%. Methodology: 413 face-to-face interviews were conducted in gyms with men & women 18+ years (test n=250, control n=163 where advertising was not present). Activity: 6 sheet posters, SportAd panels, Locker Ads, Water Cooler Ads and a Postcard Leafleting Challenge. Number of venues: 328 (in proximity to specified Seat dealers) Reckitt & Benckiser – Veet (May 2004) Objective: To gain understanding of audience’s perceptions of Veet and hair-removal Achievement: 50% of respondents use one or more home hair removal products. Brand awareness is second only to Gillette in brand use among home hair removal brands. 20% advertising recall vs. 9% Gillette. Several brand impressions obtained; product effectiveness, trusted brand, self-attractiveness and self confidence, recommend to friend, modern product, easy to use & good for regular use. Methodology: 389 face-to-face interviews were conducted in gyms with women 16-34 years (test n=287, control n=102 where advertising was not present). Activity: 6 sheet posters Number of venues: 300 Lynx (May 2004) Objective: To measure combined effectiveness of sampling and advertising Achievement: By advertising in gyms, Lynx reached a very receptive audiences for their new shower gel launch. 73% spontaneous awareness for Lynx as a brand recently advertised (vs 30% in clubs without Sampling & SportAds). Just over half of audience picked up a sample and of these, nearly all tried the new product. Respondents who saw the posters were 50% more likely to mention Lynx unaided.Media Recall: SportAds & samples score higher recall than TV in Test venues. Methodology: 400 face-to-face interviews were conducted in gyms with men 17-44 years (test n=302, control n=98 where advertising was not present). Activity: SportAd panels, Branded dispenser at receptions and 300,000 samples Number of venues: 300 Samsung (Aug 2004) Objective: To run a gym Olympic challenge in conjunction with E800 Activity: Gym challenge, 6 sheet, Sport Ads, Equipment stickers, & Postcard leaflets. Number of venues: 300