Accountability

measuring the effect of one exposure to an interactive “Event”
vs.
exposure to the “frequency” model.


Client: British Airways.
Brand: British Airways.
Category: Airline Flight.
Research: City Insights.

Airline Last Used has increased from 67% to 77%. Always choose to fly with BA and recommend to friend and colleagues’ increases from 24% to 31%. Increase in those saying BA has the best Frequent Flyer programme increases from 47% to 58%.



Client: Reckitt & Colman.
Brand: Setamol 500
Category: Analgesic.
Research: AGB

“Findings from this Post Event Survey shows impressive increases in scores for those who saw the Event in comparison for those who did not. Results are consistently superior in all three key market measures: Prompted-Brand-Awareness +92.6%, Past-Four-Week-Purchase +47% and Definitely-Will-Buy +47%.



Client: Warner Lambert.
Brand: Listerine.
Product Category: Mouthwash
Research: Market Intelligence Corporation.


“Gains in all key measurements were recorded among consumers exposed to the newspaper interactive event, versus those not exposed. These gains were: Unaided Awareness 39%, Aided 11%, Past-Four-Week-Purchase 55% and Next-Purchase 97%. This translates in total market gain of 8% for Unaided-Awareness; 2% gain in Aided-Awareness; 11% increase in Past-Four-Weeks-Purchase and 19% in Brand-Next-Purchase.”



Client: Warner Lambert.
Brand: Listerine.
In-Store Sampling Programme.
Research: Market Intelligence Corporation.

Research Protocol: Interactive Sampling was conducted in 6 stores with other 6 matched stores used as a control group where sampling was conducted without the interactive elements. Additionally, other stores that had no sampling programme at all were monitored. Purchase behaviour was monitored for three months. Actual inventory and cases sold were monitored.

“For the month of November (time of sampling and commencement of survey) an increase of 129% in actual purchase was obtained in those stores where the interactive sampling programme took place versus those (control) stores where the interactive sampling did not take place.

The average for the three month programme, November, December, January was a gain of 36% in purchase, versus those stores where the interactive programme was not held.”

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