Focus Media Network · Focus Media Network L’Oreal and Maybelline Ad Recall Study ... Maybelline...

Focus Media NetworkL’Oreal and Maybelline Ad Recall Study

3rd Party Independent Research on Office Ladies (May 2006)

Research Objectives• The objectives of study are:

– To measure the Brand Recall, Message Recall and Ad Recall of L’Oreal’s advertising campaign on Focus Media;

– To evaluate the effectiveness of the medium in reaching Office Ladies and its Advantages over Traditional Media;

– To measure the level of Purchase Intention on L’Oreal products

– To understand the elevator taking Behavior of Office Ladies, and;

– To study the Focus Media audience Demographics.

• Research was conducted by Strategic Focus Research & Consultancy.

• Research questionnaire was jointly designed by Universal McCann, Focus Media and Strategic Focus Research & Consultancy.

Methodology (1/2)• Study design:

– With permission from the landlords, interviewers were stationed at the elevator waiting lobby of the sample buildings and approached those going out of the building.

• Targets:– Office Ladies who work at the sample buildings– Those who have Watched the LCD TV located at the elevator waiting area– Those who are Not working in relevant industries (including Advertising,

Media, PR, Marketing and Market Research)– Those who Work at the sample buildings being sampled

• Sample size: A total of n=221 successful interviews were achieved.

• Date of survey: 20 April, 2006

• Mechanics: L’Oreal with its Two Product Categories participated and ran a five-week campaign before and during the survey.

Methodology (2/2)• Interviewing locations:

– About 8% sample size (19 buildings) of the total number of 227 buildings available for the study, located in Central, Sheung Wan, Causeway Bay, TsimSha Tsui, Jordan, and Kwun Tong.

Remarks:

2 brands in the survey were in similar product categories (cosmetics and skincare). If respondent recalled either one of the brand but mistaken it to be in the wrong category, it would be considered as not Recall.

Ad Recall Percentage

25%

28%

71%

77%

Maybelline MoistureExtreme Lipcolor

L'Oreal RevitaLiftWhite

Unaided Unaided + Aided

% of respondents recall seeing the advertising

Base: All respondents (n=221 Office Ladies)

44%

45%

16%

21%

20%

16%

20%

18%



1 - 5 times 6 -10 times 11 - 15 times 16 times & above

Ad Recall Rate (Unaided)


# of times respondents recall seeing the advertising

Ad Recall Rate (Aided)

61%

64%

20%

18%

9%

8%

10%

9%



1 - 5 times 6 -10 times 11 - 15 times 16 times & above


# of times respondents recall seeing the advertising

8.0 times

8.4 timesMaybelline MoistureExtreme Lipcolor


Ad Recall Rate – Average (Unaided)

Average Ad Recall Rate = 8.2 times


4.8 times

4.9 timesMaybelline MoistureExtreme Lipcolor


Ad Recall Rate – Average (Aided)



5. 9 times

6. 2 timesMaybelline MoistureExtreme Lipcolor


Ad Recall Rate – Average (Aided + Unaided)



Perceived Messages of L’Oreal RevitaLift White TVC


Note: Exclude mentions less than 2%

533022179585253223

● Skin whitening/whitening/purification● Removing spots/anti-aging spots/spots purification● Anti-wrinkle/reducing wrinkles/anti-wrinkle around eyes area● Skin firming/95% effectiveness of skin tightening● Anti-aging◊ make the skin looks younger/revitalized the skin

● Brightening/refreshing skin◊ Smooth and brighten skin/soften skin/refresh skin◊ Cleaning skin and brightening skin

● Promote new product◊ Promote product◊ Information of skin care (for new skin care product)

● Release moisture● No message delivered

Total N=171 %

Perceived Messages of Maybelline Moisture Extreme Lipcolor TVC


Note: Exclude mentions less than 2%

553217862

14103

1166323

● The lipstick is very moisturized● The lipstick is red, shine and sharp◊ The lipstick is sharp and beautiful◊ Lips will become red and dark after use◊ Brightening◊ Lips will be shine after using the lipstick

● Users will be more attractive and beautiful◊ Users will be more beautiful, sexy, sharp and enchanting◊ Attract the opposite sex and feel confident after use

● Promote the product◊ New product promotion and launching new product line

● Many colors choice/nine different colors● Protect lips● No message delivered● Don’t know

Total N=157%

Purchase Intention towards L’Oreal RevitaLift White


Will buy it immediately

Have bought already and will keep on buying it

Will consider to buy it

Recall the name but will not buy it

Have an interest in the product but will not buy it

Have bought it already and will not buy it again 1%

20%

35%

38%

2%

4%

Purchase Intention towards Maybelline Moisture Extreme Lipcolor


Will buy it immediately

Have bought already and will keep on buying it

Will consider to buy it

Recall the name but will not buy it

Have an interest in the product but will not buy it

Have bought it already and will not buy it again

3%

4%

36%

36%

20%

1%

Number of Times Taking Elevator on a Daily Basis

2%

1%

5%

10%

82%

More than 10 times

9 - 10 times

7 - 8 times

5 - 6 times

4 times or less

Average = 3.6 times per day


Counted single trip from building lobby going up to offices

Waiting Time Per Elevator Ride

14%

24%

45%

17%More than 2 mins

>1.5 - 2 mins

>1 - 1.5 mins

>0.5 - 1 min

Average = 1.2 minutes of waiting time per elevator ride


55%

13%

12%

20%

9 - 10 times

7 - 8 times

5 - 6 times

Below 4 times

Frequency of Watching LCD TV Network (Out of 10 Times Taking Elevators)

Average = 7.6 times out of 10 times


Exposure of Advertising on LCD TV Network versus Key Traditional Media

35%

45%

42%

27%

32%

38%

32%

26%

23%

Newspaper / Magazine

Outdoor electronicmedia

Local paid/free TV

More than About the same Less than


Overall Preference of the LCD TV Network

2%

42%

44%

12%

Dislike

Average

Like it

Like it very much


Demographics of Respondents (1/4)

4%

8%

9%

20%

25%

19%

2%

13%

Above 54

45-54

40-44

35-39

30-34

25-29

20-24

16-19


AgeAge


2%

2%

40%

16%

40%

EducationEducation

Primary School

Secondary School

Post Secondary

Diploma/Bachelor Degree

Master Degree or Above



40%

13%

18%

12%

2%

4%

11%

OccupationOccupation

Administrative/Support

Others


Self-employed Merchant/Business Owner

President / General Manager

Professional

Manager / Executive

Officer / Secretary


28%

15%

9%

7%

Monthly Personal IncomeMonthly Personal Income

Average Monthly Personal Income=HK$14,785

3%

38%


Above HK$30,000

HK$25,001 – 30,000

HK$20,001 – 25,000

HK$15,001 – 20,000

HK$10,001 – 15,000

Below HK$10,000

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