2. Key Campaign information
Environment
Key Campaign Objectives
Prove that the out of home campaign can
boost awareness of an established brand
Illustrate the effectiveness of out of home
at delivering a key message
Show how out of home can boost call to
action metrics such as recommendation
and consideration
Illustrate how the campaign has worked
amongst current and non MORE TH>N
customers
Source: Research Now Aviva Research, Jan 2013
3. Top of mind brand awareness amplified by first
burst of the out of home campaign
+100%
increase in top of mind brand
awareness amongst Poster
Recognisers after burst 1
First mentions: 4% total, 8% recognisers
Total Spontaneous Awareness
28%
16%
Pre Stage Total
Q1: Thinking specifically about companies that provide insurance (e.g. home, motor, and pet
insurance), which ones come to mind? First mention & All mentions
Source: More Than Campaign Research. Vision Critical, May 2013
20%
Mid Stage 1 Total
Poster Recognisers
4. The poster campaign has strengthened brand
positivity
“It makes me feel more positive
about MORE TH>N”
+8%
37% 40%
25% 26%
Total
Poster recognisers
Wave 2
Wave 3
Q19: After seeing this advertising – to what extent do you agree or disagree with the following
statements?
Source: More Than Campaign Research. Vision Critical, May 2013
5. Each burst of the OOH campaign successfully
enhanced perceptions
Pre stage
W2
W2 Poster Recs
Helpful
Genuine
W3 Poster Recs
Trustworthy
25%
24%
22%
Value
21%
20%
Fair
Passionate
Top 5 Association Shifts
23%
19%
Quirky
Caring
13%
22%
21%
Straight
forward
26%
26%
26%
21%
31%
Modern
Serious
31%
24%
Friendly
Honest
Dependable
Reassuring
Loyal
Experts
Q12: On a scale of 1-10 where 1 does not describe the brand and 10 describes the brand very
accurately. Please rate how well each of the following words describes MORE TH>N
Source: More Than Campaign Research. Vision Critical, May/October 2013
Loyal
Honest
Passionate
Experts
Fair
+91%
+86%
+82%
+82%
+77%
6. Despite a general fall in recommendation, the 2nd
poster campaign has strengthened it above and beyond
the first burst
Likelihood to recommend: 7-10 score
Wave 2:
Recognisers:
23%
32%
Pre:
19%
+21%
+39%
Wave 3:
Recognisers:
21%
35%
Q11: On a scale of 0-10 where 0 is definitely would not recommend and 10 is definitely would
recommend, how likely would you be to recommend each of the following insurance companies
to a friend or colleague? *7-10 score
Source: More Than Campaign Research. Vision Critical, May/October 2013
+67%
7. Summary
•
The campaign worked well at driving
top of mind brand awareness
•
The positivity towards all creatives
has in turn increased positivity
towards the brand
•
The differing messages of the 2
bursts both achieved saliency
•
The poster campaign has
successfully offset an apparent
decline in general brand perception
by strengthening feelings towards
More TH>N amongst recognisers
8. Want to find out more?
Contact the JC Decaux research
team to find out how the
campaign performed across other
metrics
