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
ec
19 D
ec
28 D
ec1 J
an5 J
an
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
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
Top Related