Blackberry summary
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Transcript of Blackberry summary
Blackberry
April 2012
Key Campaign information
Environment/Panels Key Campaign Objectives
Other Media
5 P500’s16 P450’sTransvisionM4 Tower and Marylebone Tower
Drive conversation and consideration
Reinforcing reason to upgrade amongst Blackberry Owners, and the corporate image
Other Information
TEST CELLRegular commuters into Central London on either: A40 or M4
CONTROL CELLRegular commuters into Central London on any other road BUT NOT A40 and M4
Source: Box Clever Blackberry Research 2012
Control Test
33% 44%
49% 53%
+33%All Respondents
Blackberry Owners
Towers driving corporate image
26% 40%Non Blackberry Owners
More Likely: It is a Business Phone
+8%
+54%
Source: Box Clever Blackberry Research 2012
“To what extent has their use of these large outdoor advertising sites changed your perceptions of Blackberry in terms of the following statements?”
Source: Box Clever Blackberry Research 2012
“Thinking again about the advertising you have just seen, to what extent do you agree with the following statements?”
Makes Me Want To Find Out More About Blackberry Bold
30% 39%
The Towers generating brand intrigue
The Towers drove conversations about the advertising
Source: Box Clever Blackberry Research 2012
Thinking again about the advertising you have just seen, to what extent do you agree with the following statements?
Is An Advert I Would Talk About With Others
14% 33%
Brand presence reinforced amongstnon customers
+18%Higher Ad recall test vs. control
Source: Box Clever Blackberry Research 2012
Why do you think brands choose to advertise on these large advertising sites?
Towers drove consideration amongst both current customers and non owners
+9%
+142%
Blackberry Owners Non-Blackberry Owners
Source: Box Clever Blackberry Research 2012
Assuming you were thinking about getting a new mobile phone would you be more or less likely to consider Blackberry now?
Summary
• The Towers amplified all elements of the Blackberry campaign, including reinforcing their corporate image
• The campaign also drove conversations and consideration of the brand
• Finally, the campaign successfully delivered in driving awareness and consideration amongst non owners
Want to find out more?
Contact the JC Decaux research team to find out how the campaign performed across other metrics