Awareness & likeability study

2011

• 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

• Maxus (Mindshare)

• Online panel – iVox

• Period:

Fieldwork week 03 till week 43 2010

• 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’

Qualitative Scores Spot Cinema TV Luminus Radiators 75”

63% 62%

31%

33%

38% 31%

34%

63%

58%

58%

Striking advertising

Sympathetic advertising

Responds to what I findimportant concerning

energy

Is credible

The message is veryclear

Stimulates me to gainmore information on the

product

I would like to see thisadvertising more often

It is clear for which brandthe advertising is

Suits the Brand

Is innovative

CINEMA ALL

Number of respondents:376

Distinction people who went to cinema last week and others The spot obtains higher scores on cinema which is as expected

• 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)

Cinema analysis Recognition for Spot Radiator 75sec

Luminus MindTrack 7

25% 45% 35%

25% 21%

Average recognition

Have been to cinema since 25/8

Have not been to cinema since 25/8

Have been to cinema last week

Have not been to cinema last week

Reco 6%

Reco 20%

Stated seen on TV: 82% seen at cinema: 23%

Cinema analysis Recognition for Spot Radiator 30sec

Luminus MindTrack 8

33% 53% 44%

32% 29%

Average recognition

Have been to cinema since 25/8

Have not been to cinema since 25/8

Have been to cinema last week

Have not been to cinema last week

Reco 4%

Reco 30%

Stated seen on TV: 93% seen at cinema: 12%

• 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)