Blackberry summary

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Blackberry April 2012

description

 

Transcript of Blackberry summary

Page 1: Blackberry summary

Blackberry

April 2012

Page 2: Blackberry summary

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

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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?”

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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

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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%

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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?

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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?

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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

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Want to find out more?

Contact the JC Decaux research team to find out how the campaign performed across other metrics