MasterCard October 2011. Key Campaign information Environment/Panels Key Campaign Objective 162 Rail 48 Sheets 79 Roadside 48 Sheets M3 and A3 Towers.

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Presentation transcript:

MasterCard October 2011

Key Campaign information Environment/Panels Key Campaign Objective 162 Rail 48 Sheets 79 Roadside 48 Sheets M3 and A3 Towers Increase awareness of Mastercard’s “Priceless London” website and strengthen perceptions of the overall brand Other Media

Advertising Awareness High levels of MasterCard advertising awareness Channel recall for Mastercard Ad recall for Mastercard Q2a: And which, if any, credit card providers do you recall seeing/hearing advertising for recently? / Q2b: And where do you recall seeing/hearing this advertising? Source: Boxclever MasterCard Research October 2011

Creative Recognition The outdoor campaign achieved strong cut through Q4b: We are now going to show you a number of adverts that you or may not have seen recently. Please can you tell us which, if any, of these you have seen and where you have seen them? Source: Boxclever MasterCard Research October 2011

Première Evaluation The towers drove excitement towards the brand Is an exciting brand Is a brand I aspire to own Is a brand that offers exclusive experiences Is an innovative brand Is a brand I love Is unique Is a modern brand Is a stylish brand Average % increase: 43% QVarious: Thinking specifically about the BRAND, to what extent do you agree with the following statements? (7-10 scores) Source: Boxclever MasterCard Research October 2011

Rail Evaluation Rail driving key message of the advertising QVarious: Thinking specifically about the BRAND, to what extent do you agree with the following statements? (7-10 scores) Source: Boxclever MasterCard Research October 2011 Is an exciting brand Is a brand I aspire to own Is a brand that offers exclusive experiences Is an innovative brand Is a brand I love Is unique Is a brand that offers priceless experiences Is a stylish brand Average % increase: 81%

Call to Action Rail and Towers both key to driving website consideration Q10c: And how likely, if at all, is it that you will visit the 'Priceless London' website in the next couple of weeks or so? Source: Boxclever MasterCard Research October 2011

Summary The outdoor campaign was clearly recognised The Towers worked by strengthening perceptions of MasterCard as a brand whilst the dwell that rail offers allowed it to get across the key message of the campaign Both the Towers and the rail campaign drove intention to visit the “Priceless London” website

Want to find out more? Contact the JC Decaux research team to find out how the campaign performed across other metrics including how the Towers helped shift perceptions of Mastercard in line with a key competitor