1. Awareness & likeability study
2011

2. • Objective: Promote an online tool to keep your energy consumption
in your household under control
• Target group: 18-54 years old
• Media mix: cinema, television
2 weeks: cinema + TV: 75 ‘spot
5 weeks: cinema + TV: 30 ‘spot

3. • Maxus (Mindshare)
• Online panel – iVox
• Period:
Fieldwork week 03 till week 43 2010

4. • Moviegoers rank the spot significantly higher in appreciation
‘is innovative’
‘remarkable ad’
‘nice ad’
‘I would like to see this ad more often’
‘makes me want to know more about this product’

5. Qualitative Scores
Spot Cinema TV Luminus Radiators 75”
Distinction people who went to cinema last week and others
The spot obtains higher scores on cinema which is as expected
Striking advertising
63%
Is innovative
Sympathetic advertising
62%
58%
Suits the Brand 58%
31%
Responds to what I find
important concerning
energy
33%
It is clear for which brand
63%
the advertising is
Is credible
34%
31%
38%
I would like to see this
advertising more often
The message is very
clear
Stimulates me to gain
more information on the
product
CINEMA
ALL
Number of respondents:376

6. • Recognition score of the ad doubled within the
moviegoers group during the campaign period
• 75 ‘spot: from 21% to 45% (2 weeks: cinema + TV)
• 30 ‘spot: from 29% to 53% (5 weeks: cinema + TV)

7. Cinema analysis
Recognition for Spot Radiator 75sec
Average recognition
Have been to cinema last week
Have been to cinema since 25/8
45%
35%
25%
21%
25%
Have not been to cinema since 25/8
Have not been to cinema last week
Stated
seen on TV: 82%
seen at cinema: 23%
Luminus MindTrack
Reco 20%
Reco 6%
7

8. Cinema analysis
Recognition for Spot Radiator 30sec
Average recognition
Have been to cinema last week
Have been to cinema since 25/8
53%
44%
33%
29%
32%
Have not been to cinema since 25/8
Have not been to cinema last week
Stated
seen on TV: 93%
seen at cinema: 12%
Luminus MindTrack
Reco 30%
Reco 4%
8

9. • Higher qualitative appreciation of the ad
• ‘is innovative’
• ‘remarkable ad’
• ‘nice ad’
• ‘I would like to this ad more often’
• ‘makes me want to know more about this product’
• 2 times higher recognition of the ad
• 75 ‘spot: from 21% to 45% (2 weeks: cinema + TV)
• 30 ‘spot: from 29% to 53% (5 weeks: cinema + TV)