MasterCard International + Evaluating IMC Effectiveness

MasterCard Issues

• Should they sponsor for 2002? http://www.thirteen.org/threetenors/video.html – How to calculate ROI for a sponsorship?

• What is the model of effects?– Exposure > Affinity > Attitude > Behavior– Can these be measured? (e.g., www.joycejulius.com)

• ROI higher than for other sports & “priceless” ad?– (

http://www.advertisementave.com/tv/product.asp?u_product=MasterCard )

– Can it be integrated well with other tools?– Does it reach the desired target markets?

Evaluating IMC Effectiveness

• Traditional approach (e.g., Volvo Trucks)

• Newer approaches (e.g., IAB Study)

• Other approaches

• The Future???

“Best Drive” Test Drive Tour ‘97

• Trucks: Two caravans of 3-4 trucks each (all 770s)

• Partner: Flying J • Integrated: Best Drive

Promo

Strengths: 1500 Test Drives 11,000 Contest Entries

Weaknesses: Limited Dealer

Involvement

Super Bowl SundayHost Truck Stop Parties-Watch Super Bowl Ad

-Qualify For Prizes(25 winning tickets)

Best Drive in the Game Sweeps

Tour Dealer Truck Stop Print Internet

Entry Form

Personalized Wallet-sized Card with Volvo “Winning Phrase”

Radio

Must have valid CDL / Limit One Entry Per Person

Oil Chg PromoMid America

Finale770

Laptops

Win“Lose”

0

10000

20000

30000

40000

50000

60000

26 O

ct

2 Nov

9 Nov

16 N

ov

23 N

ov

30 N

ov4 D

ec

12 D

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28 D

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TourInternetMail-InPhone

“Best Drive” Contest Entries

Volvo Commercial Performance• Number one in the

automotive category• Number one among business-

to-business advertisers• 27th of 52 overall• Outperformed famous names:

– Coke, Nike

– Intel

– Federal Express

– General Motors

Consumer Awareness - Total

0

0.2

0.4

0.6

0.8

1

Volvo FL Mack Pete Volvo FL Mack Pete

The Super Bowl Commercial resulted in a 98% increase in total awareness of Volvo Trucks within the Consumer Audience

Before After

After viewing the commercial, consumers were much more likelyto equate Volvo with luxury.

Super Bowl

67%

33%No

Yes

67%

33%

Yes

No

67% of truck drivers surveyed watched some part of the Super Bowl

67% of those drivers who watched recall seeing the Volvo Trucks commercial

Volvo Commercial

Of those that saw the Super Bowl...

Truck Drivers’ Exposure to Volvo Commercial

1.4 million truck drivers (45%) saw the Volvo Super Bowl commercial, surpassing the original target of 1 million.

Volvo 77031%

DK5%

FL Century

25%

KW T200016%

Pete 37923%

Truck Preference Among Drivers

After the commercial aired, the Volvo 770 was regarded to be the most desired truck by drivers…sustaining the momentum was the challenge.

Base: All Drivers

Actual Media Coverage of Volvo stemming from BDITG

• 15 Trade Publications– Overdrive, Transport

Topics, Heavy Duty Trucking, Fleet Owner

• Wire Services– Associated Press– Reuters

• 200 Daily Newspapers– USA Today – LA Times, Chicago Sun-

Times, Washington Times

• Business Journals– Advertising Age, Ad

Week, Business Marketing

• “Trucker” Radio– Bill Mack, Interstate Radio

Network, Road Gang

• Television– CNN, CNN fn, Access

Hollywood

– Local News

National Public Relations Awards

• 1998 Silver Anvil Award (First Place) for integrated public relations in business-to-business

• 1998 CIPRA (First Place) for creativity in public relations

• 1998 National Trade Show Award for integrating Super Bowl theme into booth