Familiarity and Interest inWorld Expo 2010 Shanghai

A joint report by Ogilvy Public Relations Worldwide/Shanghai and Millward Brown-ACSR Shanghai

27 January 2010

WORLD EXPO 2010 SHANGHAI

Ogilvy Public Relations Worldwide / ShanghaiOgilvy PR Worldwide (www.ogilvypr.com) is an integrated global marketing communications firm, with offices in more than 70 cities around the world. We blend proven PR methodologies with cutting edge digital innovations to craft strategic programs that give clients winning and measurable results. In its 28th year, Ogilvy PR provides strategic public relations counsel to a variety of clients across its 360 degree digital influence, consumer marketing, corporate, healthcare, technology, public affairs and social marketing practices. Ogilvy PR is part of the WPP Group, one of the world's largest communications services organizations (NASDAQ: WPPGY, www.wpp.com).

Millward Brown ACSRMillward Brown ACSR, a global leader in marketing research, is well known for pioneering many of the industry's most innovative research methodologies and techniques to assess and track advertising and brand performance. Recognised as a leading authority in advertising, marketing communications, media and brand equity, Millward Brown ACSR is a valued adviser to leading marketers throughout the world. Millward Brown ACSR offers a full qualitative and quantitative research service in 48 countries working across a wide range of industries and categories. We help companies understand consumer demand and drive their brands and services forward at local, national and global levels. Our commitment to innovation is grounded in an extensive research and development programme, robust validation, and an unrivalled knowledge management system.

PROJECT DETAILS

Methodology• Self completed questionnaire administered online to members of Millward Brown ACSR’s internet panel fr

om all across China

Panel and Data Provider• Millward Brown ACSR Lightspeed Research (LSR China) http://www.lightspeedresearch.com• Participants are from across China, mainly aged 19-35 (86%) with 51% of them being males

Sample Definition• Any person who is registered to join LSR’s China online panel are invited to join this survey• There is no restriction on any demographic quotas or regions

Question Areas• How familiar are they with World Expo 2010 Shanghai? How likely are they to visit?• What do they expect to see and do there?• Which countries are the Chinese public most interested in? What do they think of the pavilions?

DEMOGRAPHICS

6%8%

11%

18%14%

25% <1000

1001-1999

2000-2999

3000-4999

5000-7900

8000 and above

18 and below

19-25

26-35

36-45

46-55

56 and above

51% 49%

0%

50%

100%

Male Female

30%20%

50%

0%

50%

100%

Tier 1 Cities Tier 2 Cities Other

World Expo 2010 Shanghai

FAMILIARITY

25

62

14

0 10 20 30 40 50 60 70

Only know the name of theevent

Heard some things about it butdo not really know what to

expect

Heard a lot about the event andhave a fairly good idea what to

expect

Q: How would you rate your level of knowledge about World Expo 2010 Shanghai? (SA)

As the event draws nearer, the number of people who know what Expo 2010 is about has doubled compared to previous survey.

█ NOVEMBER-DECEMBER 2009 █ FEBRUARY-MARCH 2009

SOURCE OF INFORMATION

0%

10%

20%

30%

40%

50%

60%

General T

V commerci

als

General T

V progra

ms

Family

& Frien

ds

Internet new

s

TV pr

ograms a

bout Exp

o

General P

rint M

edia

Exhibitions a

bout Ex

po

Official E

xpo w

ebsite

Print M

edia

about E

xpo

Radio

Direct

Mail

Adverti

sing - s

ubways

Adverti

sing - b

uses

Adverti

sing - t

axis

Adverti

sements

- airp

ortsOther

The publicity around the event has been driven through many channels aside from television advertising.

Q: Where are you getting your information about Expo 2010? (MA)

█ NOVEMBER-DECEMBER 2009

INTENTION TO VISITQ: Will you visit Expo 2010? (SA)

8%

30%

47%

16%

11%

31%

51%

7%

Will definitely visit

Will probably visit

Will not visit

Not sure

Feb/Mar 09 Nov/Dec 09

Thirty-one percent have a strong intention of visiting Expo, while 11% definitely plan to attend.

16%

35%

36%

15%

18%

39%

38%

6%

47%

38%

10%7%

47%

40%

8%3%

Feb/Mar 09 Nov/Dec 09 Feb/Mar 09 Nov/Dec 09

NATIONAL EAST CHINA SHANGHAI

█ NOVEMBER-DECEMBER 2009 █ FEBRUARY-MARCH 2009

MOTIVATION

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Activities for children

Celebrities

People who have visited

Pavil ion appearance

Easy to find on site

Short queuing time

Interactive activities

Hi-tech experience

Art and culture

Pavil ion theme

Familiarity with country

Respondents were motivated by previous knowledge and curiosity/knowledge of the pavilions’ contents

Q: What factors in your decision to visit the pavilions and exhibitions? (MA)

Not important

Do not care

Very Important

Important

Sponsors and Corporate

SPONSORS COMMUNICATIONSQ: Who are the sponsors of World Expo 2010 Shanghai? (MA)

12%

16%

22%

29%

46%

47%

61% China Mobile

China Telecom

Tencent (QQ)

China Unicom

Sohu

Cisco

Mio Technology

China Mobile, China Telecom and Tencent are more recognised as Expo 2010 partners than their competitors

█ GLOBAL PARTNER █ SENIOR SPONSOR █ NON-SPONSOR

SPONSORS MANUFACTURING & INDUSTRYQ: Who are the sponsors of World Expo 2010 Shanghai? (MA)

32%

31% Sinopec

CNPC

28% SAIC-GM

27% State Grid

26% Haier

22% GE

14% Baosteel

█ GLOBAL PARTNER █ SENIOR SPONSOR █ NON-SPONSOR

SPONSORS ELECTRONICSQ: Who are the sponsors of World Expo 2010 Shanghai? (MA)

38%

24% Nokia

Lenovo

22% Siemens

21% IBM

17% Samsung

17% Microsoft

13% HP

█ GLOBAL PARTNER █ SENIOR SPONSOR █ NON-SPONSOR

SPONSORS FMCGQ: Who are the sponsors of World Expo 2010 Shanghai? (MA)

34%

33% Yili

Coca-Cola

29% Meng Niu

26% Pepsi

22% COFCO

20% Kweichou Moutai

16% Bright Dairy

█ GLOBAL PARTNER █ SENIOR SPONSOR █ NON-SPONSOR

SPONSORS SERVICESQ: Who are the sponsors of World Expo 2010 Shanghai? (MA)

29%

34%

29%

33% Bank of Communications

China Pacific Insurance

PICC

China Merchants Bank

15%

26%

28%

█ GLOBAL PARTNER █ SENIOR SPONSOR █ NON-SPONSOR

China Eastern Airlines

China Aviation

JuneYao Airlines

CORPORATE PAVILIONSQ: Which corporate pavilions are you interested to attend? (MA)

47%

33% 31% 30%27% 27% 26% 26% 25% 23%

0%

10%

20%

30%

40%

50%

60%

70%

China Telecom/M

obile

China Aeronautics

Coca Cola

Aviation

CNPC

SAIC-GM PICC

State G

rid

Sinopec

Shanghai Corporat

e

Science and technology is a strong draw for people interested in visiting corporate pavilions.

Countries at Expo 2010

AWARENESS

73%67% 67% 65%

62% 60% 58% 56% 55% 55% 53%47%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

USAJap

an UK

France

Germany

South

Korea

Russia

Canada

Australi

aIta

ly

Singa

pore

Sweden

Q: Which countries do you know are participating at World Expo 2010 Shanghai? (MA)

There is a lot of discussion online about USA’s road to Expo, Japan’s pavilion and its contents, the beauty of UK’s “seed cathedral” and the many events and activities in the France pavilion.

AWARENESS cont’d

45% 44% 43% 43% 41%37% 36% 35% 35% 35% 33% 33%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Switz

erland

Brazil

Netherl

ands

Spain

New Zealand

Denmark

Austria

Argentina

Finland

Portugal

Mex

ico

Greec

e

Q: Which countries do you know are participating at World Expo 2010 Shanghai? (MA)

TOP 10

48%

38%

32% 32%

28%25%

23% 23%21% 20%

0%

10%

20%

30%

40%

50%

60%

USAFrance UK

Japan

South Korea

Germany

Egypt

Singapore

CanadaIta

ly

Q: Which country pavilions at Expo 2010 do you have the intention of visiting? (MA)

In spite of favourability, image or presentation, USA, France, UK and Japan pavilions are the most anticipated.

TOP 11 - 20

20%18%

16% 15% 15%13% 12% 12% 11% 11%

0%

10%

20%

30%

40%

50%

60%

Switz

erland

Australi

aRussi

a

Greec

e

Sweden

Netherl

ands

Brazil

Icelan

d

South

Africa

Denmark

Q: Which country pavilions at Expo 2010 do you have the intention of visiting? (MA)

Countries that ranked highly in awareness, favourability, image or presentation will make up visitors’ “second choice” pavilions.

TOP 21 - 30

10% 9% 9% 9% 8% 8% 7% 6% 6% 6%

0%

10%

20%

30%

40%

50%

60%

IndiaSp

ain

Thaila

nd

Norway

New Zealand

Finland

Mala

ysia

Cuba

Argentina

Ireland

Q: Which country pavilions at Expo 2010 do you have the intention of visiting? (MA)

Countries that ranked highly in awareness, favourability, image or presentation will make up visitors’ “second choice” pavilions.

RANKING CHANGECloser to the actual event, interest in Germany, Canada, Russia and Denmark pavilions have picked up.

Ranking Ranking

USA 1 1

France 2 2

UK 3 3

Japan 4 4

South Korea 5 6

Germany 6 8

Egypt 7 5

Singapore 8 7

Canada 9 11

Italy 10 9

Switzerland 11 10

Australia 12 12

Russia 13 15

Greece 14 13

Sweden 15 14

the Netherlands 16 16

Brazil 17 17

Iceland 18 18

South Africa 19 19

Denmark 20 24

█ FEBRUARY-MARCH 2009█ NOVEMBER-DECEMBER 2009

Q: Which country pavilions at Expo 2010 do you have the intention of visiting? (select from list)

MEN

51%

35% 35% 34%

29%26%

21% 20% 20% 19%

0%

10%

20%

30%

40%

50%

60%

USAJap

an

France UK

Germany

South

Korea

Singa

poreEg

ypt

Italy

Switz

erland

Half of all male respondents want to visit the USA pavilion and one third are interested in Japan, France and the UK.

Q: Which country pavilions at Expo 2010 do you have the intention of visiting? (MA)

WOMEN

42%39%

31% 30% 29% 28%25%

23% 22% 21%

0%

10%

20%

30%

40%

50%

60%

USA

France UK

South

Korea

Japan

Egyp

t

Singa

pore

Canada

Italy

Australi

a

Female respondents were drawn to the USA and France with the UK, South Korea, Japan and Egypt close behind.

Q: Which country pavilions at Expo 2010 do you have the intention of visiting? (MA)

PAVILION APPEALQ: How attractive do you find these pavilions?

PAVILION APPEARANCE

-8% -9% -10% -11% -13% -14% -12% -13% -14% -12% -15% -12% -16%-2% -2% -2% -2% -3% -2% -2% -3% -2% -3%-2%

-3%-4%

28%34% 36% 38% 39% 39% 42% 40% 42% 43% 42%

48%42%

62% 55% 53% 50% 45% 45% 44% 44% 43% 42% 40%38%

38%

-30%

-10%

10%

30%

50%

70%

90%

Not surprisingly, the China pavilion is the most well-liked by the public.But overall design and architecture matter. European pavilions dominate, while Sir Normal Foster’s UAE pavilion is appealing too.

█ VERY ATTRACTIVE █ ATTRACTIVE █ ORDINARY █ NOT ATTRACTIVE

Q: How attractive do you find these pavilions?

PAVILION APPEARANCE cont’d

-18% -15% -17% -17% -17% -18% -19% -17% -18% -21% -21% -24%

-3%-3% -2% -3% -3% -3% -3% -3%

-3% -4%-4%

41% 45% 44% 43% 43% 40% 43% 46% 45% 44% 45% 44%

38%37% 37% 37% 37%

36% 35% 34% 34% 32% 30% 28%

-7%

-30%

-10%

10%

30%

50%

70%

90%

█ VERY ATTRACTIVE █ ATTRACTIVE █ ORDINARY █ NOT ATTRACTIVE

Q: How attractive do you find these pavilions?

LIKEABILITY

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

France

Switz

erland

Australi

a

Singa

pore

Greec

eIta

ly

Sweden UK

Canada

Netherl

ands

Q: What are your favourite countries? (MA)

In the period since the previous survey, France has increased its favourability by fifteen percent

█ NOVEMBER-DECEMBER 2009 █ FEBRUARY-MARCH 2009

LIKEABILITY cont’d

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Norway

Egyp

t

New Zealand

Denmark

Finland

Spain

Germany

South

Korea

USABra

zil

Q: What are your favourite countries? (MA)

Across the board, there is an increase in peoples’ favourable opinion of countries participating at Expo 2010.

█ NOVEMBER-DECEMBER 2009 █ FEBRUARY-MARCH 2009

COUNTRY IMAGEQ: Which countries do you think give you the following impressions? (MA)

31

33

31

31

31

38

30

6

12

28

20

39

Thriving Businesses

Efficient Systems

Famous Schools

Cosmopolitan

Medically Advanced

Technologically Advanced26

18

22

16

20

4

12

10

7

20

18

30

22

25

24

16

18

18

18

17

11

13

12

31

20

19

19

23

22

36

24

9

9

15

13

18

The USA, Japan, Germany and the UK are seen as more advanced than other countries

█ NOVEMBER-DECEMBER 2009 █ FEBRUARY-MARCH 2009

COUNTRY IMAGEQ: Which countries do you think give you the following impressions? (MA)

51

43

32

37

26

24

18

5

30

19Unique Scenery

Nature Offers

Tourist Attractions

Rich Culture

Rich History36

33

24

24

12

14

6

-8

16

9

1

5

3

-2

10

4

28

29

16

13

-10

-12

-9

-12

6

11

21

15

19

19

Egypt and Greece are highly regarded for their history and culture; while South Africa and Iceland promise nature and exoticism

█ NOVEMBER-DECEMBER 2009 █ FEBRUARY-MARCH 2009

For comprehensive analysis of individual countries including likeability, country image, awareness and peoples’ planned itinerary for

World Expo 2010 Shanghai please contact

Michael DarraghDigital Strategic Planner

Ogilvy Public Relations Worldwide / Shanghaimichael.darragh@ogilvy.com

t. +86 21 2405 1719m. +86 137 6130 6133