Heineken summary
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Transcript of Heineken summary
Heineken
October 2011
Key Campaign information
Environment/Panels Key Campaign Objectives
Domination of Liverpool Street and Charing Cross
Increase brand awareness
Drive usage and consideration of Heineken
Amplify recommendation of the brand amongst commuters
The domination has ensured station advertising recall is strong
Source: Research Now Heineken Research, August 2012.
Commuters who have seen the domination in situ are more likely to view it as impactful and
memorable
Source: Research Now Heineken Research, August 2012.
The domination is…
…the behaviour of a market leader
…memorable advertising
…much more noticeable than TV advertising
…is totally unmissable
…makes me think the brand has a lot of money to spend on advertising
The domination has strengthened perceptions towards Heineken’s advertising…
Source: Research Now Heineken Research, August 2012.
Heineken has memorable advertising
Heineken has great advertising
Heineken is an official Olympic partner
Heineken has spent a lot of money on advertising recently
Heineken advertising is unique
…and the brand itself
Source: Research Now Heineken Research, August 2012.
+48%More likely to say their perception has become more positive recently
Test Cell are:
+43%More likely to say Heineken
is one of their favourite lager brands
Heineken consideration successfully driven by station domination
Source: Research Now Heineken Research, August 2012.
“I am more likely to consider drinking Heineken than I was a few weeks ago”
Control Test
27% 42%
Summary
• There has been a strong recall of the station advertising
• Both brand and advertising image has been strengthened by the station domination
• Increased positivity has in turn driven both recommendation and usage intent
Want to find out more?
Contact the JC Decaux research team to find out how the campaign performed across other metrics