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Click to edit Master title style 1 Cadbury and Minute To Win It Results.

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Presentation on theme: "Click to edit Master title style 1 Cadbury and Minute To Win It Results."— Presentation transcript:

1 Click to edit Master title style 1 Cadbury and Minute To Win It Results

2 Click to edit Master title style 2 Nearly 4 in 10 people have heard of MTWI (Very similar amongst 16-24s) All adults16-24s Base - All Adults (1266), 16-24s (1023) Q1. Have you ever heard of Minute to Win It? Heard of MTWI(37%) Heard of MTWI (40%)

3 Click to edit Master title style 3 3 in s watched or got involved with MTWI and associated activity; 1 in 6 ‘last week’ Heard of MTWI(37%) Ever watched or got involved (21%) Heard of MTWI (40%) 16-24s Ever watched or got involved (30%) Last week watched or got involved (11%) Last week watched or got involved (17%) Base - All Adults (1266), 16-24s (1023) Q1. Have you ever heard of Minute to Win It?/ Q1a - And have you ever watched Minute to Win It?/Q1c - Have you ever got involved with Minute to Win It, in any other way?/ q6 - Have you seen, heard, read, or spoken about or played games relating to Minute To Win It or Cadbury Spots v Stripes within the past week? /Q1b. And when was the last time you watched Minute to Win It? All adults

4 Click to edit Master title style 4 Engagement via non-TV touchpoints is higher amongst 16-24s, particularly 16-19s All adults16-24s16-19s20-24s % Encountered any MTWI touchpoints (except TV show) in past week Base - All Adults (1266), 16-24s (1023), 16-19s (360), 20-24s (513) Q7. And how many times did you do each of the following within the past week?

5 Click to edit Master title style 5 1 in s talked about it… = Over half of those who engaged with any touchpoints

6 Click to edit Master title style 6 And nearly 1 in 10 of them played a game (mobile, online or physically)

7 Click to edit Master title style 7 Among viewers of the show, 4 in 10 also engaged with MTWI / Spots v Stripes through other touchpoints

8 Click to edit Master title style 8 Half of 16-24s who had heard of MTWI knew that Spots v Stripes was the sponsor Awareness of MTWI sponsor –amongst those aware of MTWI Base – Aware of MTWI. All adults (782), 16-24s (412) Q1D. Which company sponsors Minute To Win It? Q1E. Just to check, which one of the following brands do you think sponsors Minute To Win It?

9 Click to edit Master title style 9 2 in 3 of those aware of the sponsor felt there was good brand fit between Spots v Stripes and MTWI Base - Aware of sponsorship and watched programme: All Adults (125), 16-24s (149) P2. Earlier you said that Cadbury Spots v Stripes sponsored Minute To Win It. Here are some things people have said about the relationship between Spots v Stripes and Minute To Win It. Please tell us how much you agree or disagree (5 point scale) Strongly agree/agree ‘Fit’ 65% 64% Fit of MTWI and Spots vs Stripes – amongst those aware of the sponsorship

10 Click to edit Master title style 10 Half of adults who were aware of the sponsorship agreed the partnership was ‘different from anything I’ve seen before’ Base - Aware of sponsorship and watched programme: All Adults (125), 16-24s (149) P2. Earlier you said that Cadbury Spots v Stripes sponsored Minute To Win It. Here are some things people have said about the relationship between Spots v Stripes and Minute To Win It. Please tell us how much you agree or disagree (5 point scale) Strongly agree/agree 50% 42% The way that Spots v Stripes is involved in MTWI is different from anything I’ve seen before

11 Click to edit Master title style 11 MTWI viewers are also significantly more aware of Cadbury’s sponsorship of the Olympics than non viewers Base - All Adults (1266), 16-24s (1023), MTWI viewers (258), non viewers (524) C1.Before today, did you know that Cadbury was an official sponsor of the 2012 Olympic games? All Adults 16-24sMTWI viewers Non viewers Awareness of Cadbury’s sponsorship of the Olympics – MTWI viewers vs non

12 Click to edit Master title style 12 15% recall both 17% recall only KTGBP 7% recall only SvS Based on recall alone, KTGBP was more effective than MTWI All adults 39% recall any activity Base – All adults (1,266) Total KTGBP 32% Total Spots v Stripes 22%

13 Click to edit Master title style 13 27% recall both 26% recall only KTGBP 9% recall only SvS Particularly amongst 16-24s 16-24s 62% recall any activity Base – 16-24s (1,203) Total KTGBP 53% Total Spots v Stripes 36%

14 Click to edit Master title style 14 Recall of the different elements of Spots vs Stripes 24% of 16-24s were aware of the MTWI sponsorship (18% adults) 15% of 16-24s encountered some of the touchpoints in the last week (9% adults ) 11% of 16-24s recognised a TV ident (8% adults) Base - All adults (1266), 16-24s (1023) Q1E. Just to check, which one of the following brands do you think sponsors Minute To Win It? / Q7. And how many times did you do each of the following within the past week?/ P3. Have you seen any short ads for Cadbury Spots vs Stripes before or after the commercial breaks during Minute to Win It? Here are some examples.

15 Click to edit Master title style 15 Recall of the different elements of Keeping Team GB Pumped 29% of 16-24s remember a TV ad about Cadbury and the Olympics or Team GB (16% All Adults) 39% of 16-24s recognised the storyboard for the TV ad (21% All Adults ) 29% of 16-24s have heard of the website (18% All Adults) Base - All Adults (1266), 16-24s (1023) C2. Can you remember seeing any Cadbury TV advertising relating to the Olympic games or the British Olympic Team (Team GB) recently? C3. Have you seen this TV ad for Cadbury? C4. Here are some images of the Cadbury ‘Keeping Team GB Pumped’ website, please select which of the following statements describes your situation best

16 Click to edit Master title style 16 People who recall both campaigns are more likely to have a high opinion of Cadbury Cadbury brand affinity – Very high or high opinion of Cadbury (All adults) Base – Reached by Olympics campaign and - Reached by Spots v Stripes only (32 –low base), reached by KTGB pumped only (220), reached by both (184), reached by neither (100) C6. Overall, how do you feel about Cadbury? Please answer on the following scale, where 5 means you have a very high opinion of Cadbury, and 1 means you have a very low opinion of Cadbury. Recall S v S / MTWI campaign – aware of the sponsorship, recognised TV idents or engaged with S v S or MTWI in the last week Recall KTGBP campaign – remembered or recognised TV ad or heard of the website

17 Click to edit Master title style 17 Both campaigns help make people feel that ‘Cadbury is a fun brand’, which marries with the spirit of the Olympics Agreement with statement – Cadbury is a fun brand (All adults) Base – Reached by Olympics campaign and - Reached by Spots v Stripes only (32 –low base), reached by KTGB pumped only (220), reached by both (184), reached by neither (100 ) C8. And thinking specifically about Cadbury Dairy Milk, how likely are you to buy it? 5 point scale Recall S v S / MTWI campaign – aware of the sponsorship, recognised TV idents or engaged with S v S or MTWI in the last week Recall KTGBP campaign – remembered or recognised TV ad or heard of the website

18 Click to edit Master title style 18 People who recall the campaigns are more likely to claim they are likely to buy Cadbury Purchase intention (Cadbury) – very likely or likely to buy (All adults) Base (Omnibus) – Reached by Spots v Stripes only (435), reached by KTGB pumped only (285), reached by both (217), reached by neither (586) C7. Overall, how likely are you to buy Cadbury products generally? 5 point scale Recall S v S / MTWI campaign – aware of the sponsorship, recognised TV idents or engaged with S v S or MTWI in the last week Recall KTGBP campaign – remembered or recognised TV ad or heard of the website

19 Click to edit Master title style 19 People who recall the campaigns are more likely to claim they are likely to buy Cadbury Dairy Milk Purchase intention (Cadbury Dairy Milk) – very likely or likely to buy (All adults) Base (Omnibus) – Reached by Spots v Stripes only (435), reached by KTGB pumped only (285), reached by both (217), reached by neither (586) C8. And thinking specifically about Cadbury Dairy Milk, how likely are you to buy it? 5 point scale Recall S v S / MTWI campaign – aware of the sponsorship, recognised TV idents or engaged with S v S or MTWI in the last week Recall KTGBP campaign – remembered or recognised TV ad or heard of the website

20 Click to edit Master title style 20 43% of 16-24s were aware of Cadbury as an Olympic sponsor Significantly lower amongst all adults = 29% Base – All Adults (1,266), 16-24s (1,023) C1.Before today, did you know that Cadbury was an official sponsor of the 2012 Olympic games?

21 Click to edit Master title style 21 Cumulatively, 7 in s were aware of at least one element of the Cadbury Olympic activity 5% recall S v S only 10% recall S v S or KTGBP 3% recall S v S or Olympics 8% recall Olympics only 13% recall KTGBP or Olympics 14% recall KTGBP only 17% recall the three 16-24s Total Spots v Stripes 36% Total KTGBP 53% Total Olympic sponsorship 43% 70% recall any activity (49% amongst all adults)

22 Click to edit Master title style 22 Overall, KTGBP has been the most effective of the two campaigns in driving awareness of Cadbury’s Olympics Sponsorship Aware of Cadbury as Olympic sponsor before today? Base: Aware Spots v Stripes MTWI only Base: Aware KTGBP only Base: Aware of both campaigns 28% Base: all adults 35% 46% 65% Base – All Adults (1,266), adults reached by S v S only (91), reached by KTGBP only (221), reached by both (185) C1.Before today, did you know that Cadbury was an official sponsor of the 2012 Olympic games?

23 Click to edit Master title style 23 This is partly due to its clearer link with the Games. People struggled to understand the link between MTWI and the Olympics Fun Healthy competition British Big player American Being silly Serious dedication Sport Games Unhealthy Healthy lifestyle Teams Individuals


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