coca cola light lemon crossmedia research msn spain

Coca Cola Light Lemon CrossMedia Research

MSN Spain

Along with each one of the followed steps throughout the advertising campaign designed by the brand, an online survey has been carried out

in order to learn about the campaign efficiency. Furthermore, such online survey was implemented also before and after the campaign.

The people who answered the survey were identified by cookies and organised by demographic and social variables that helped to find out

the probabilities they had of being hit by the campaign in any other media.

We used such information to create 4 different groups:

CONTROL G.

NOT HIT BY ANY MEDIA

People who answered the survey before any advertisement took place in mass media.

Methodology

HIT BY THE ONLINE CAMPAIGNPeople who answered the survey and who were identified by COOKIES as users hit by the online campaign.

INTERNET G.






Methodology

NOT HIT BY THE ONLINE CAMPAIGN

HIT BY THE OFFLINE MEDIA CAMPAIGN

People who answered the survey and who had NOT been hit by the online campaign.

OFF LINE G.

Methodology






HIT BY THE MULTI-MEDIA CAMPAIGN

People who answered the survey and who had been hit by the campaign in any media.

MULTI-MEDIA G.

Methodology






12th – 19th June: CONTROL Group

NOT HIT BY ANY MEDIA

People who answered the survey before any advertisement appeared in any mass media

COMPARATIVE PROCEDURE

PRODUCT ALREADY PLACED IN Stores

BRAND AWARENESS

Possible PRODUCT awareness

The initial situation…

12th June, 2003 The beginning of the research

Project Development

20th – 24th June: INTERNET Group

HIT BY THE ONLINE CAMPAIGNMEDIAPeople who answered the survey and who were identified by COOKIES as users hit by the online campaign.

PRODUCT placed in Stores

Highly useful in order to analyse the ONLINE CHANNEL performanceRelative evaluation of POTENTIALITY

. Scarcely 5 days of exposure on the INTERNET


9,825,956 Impressions

21,663 Clicks

0.22% Rate

14% of total amount of

impressions and 24%

of clicks.

12th June, 2003 The beginning of the research18th June 2003

The Beginning of the Online Campaign INTERNET

Project Development

7 points more of proper connection between the campaign Claim and Coca Cola Light Lemon!

28,9

35,9Internet Group

Control Group

11 points more of Unaided awareness of Coca Cola as a brand that offers beverages with Lemon!36,0

47,3Internet Group

Control Group

JUST hit by the Online Campaign (5 days)

NOT hit by the Campaign

AWARENESS : Coca-Cola as a brand that offers Beverages with Lemon

Proper Connection between the campaign CLAIM and Coca Cola Light with Lemon

After the Online Campaign…

+11 points

+7 points

The Internet Contribution

68,704,626 Impressions90,850 Clicks

0,1% Rate

INTERNET

97.8 % Coverage27.8 OTS

2,714.5 Grp’s

TVPRESS & MAG.57.7 % Coverage

3.8 OTS217.8 Grp’s

41.9 % Coverage2.29 OTS96.1 Grp’s

9,681.4 Impacts (000)

Magazines Supplements35.5 % Coverage3.42 OTS121.7 Grp’s

12,259.7 Impacts (000)

12th June, 2003 The Beginning of the Research

18th June, 2003The Beginning of the Online Campaign

25th June, 2003 The Beginning of the Multi-media Campaign:

Project Development

HIT BY THE MULTI-MEDIA CAMPAIGN:Internet, Magazines, Supplements, TV, and Outdoor

People who answered the survey and who were hit by the campaign in any media.

PRODUCT placed in Stores

. Multi-media Campaign length: 2 months.


25th Jun – 18th Aug: MULTI-MEDIA Group

GLOBAL results measured by the online research.

12th June, 2003 The Beginning of the Research

18th June, 2003 The Beginning of the Online Campaign

25th June, 2003 The Beginning of the Multi-media Campaign:

Project Development



After the Multi-media Campaign INCLUDING the Internet…

JUST hit by the online campaign (5 days)

NOT hit by the campaign

EVERY media

+33 puntos

+11 puntos

36,0

47,3

69,2

Internet GroupControl Group

Multimedia Group33 points more of Unaided awareness of Coca Cola as a brand that offers beverages with Lemon!

28,9

35,9

40,0

Internet GroupControl Group

Multimedia Group11 points more of proper connection between the campaign Claim and Coca Cola Light Lemon!

Total Contribution of the Campaign(Off + On line)

% of individuals that remember, after one OTS, the brand without % of individuals that remember, after one OTS, the brand without any prompting or mention of the brand name.any prompting or mention of the brand name.

Each online impact achieves a greater recall than any other media’s.The unaided recall is built faster…The unaided recall is built faster…

Furthermore, …

45,3%

1 OTS

INTERNET G.Only 1 OTS was needed in order to achieve 45% of unaided brand awareness!

1% 5% 7%

23% 26%32%

42%52%

58% 59%67%

33,3%40,0%

45,5%58,6% 61,3% 62,2% 62,0% 62,3% 63,6% 64,2% 67,1%

1 2 3 4 5 8 9 10 11 14 15

OFF LINE G.

OFF LINE G.

33,3%

1 OTSTo achieve the same results in Off Line Media, 3 OTS are required.

Contribution by Media

69,15

68,0Just Off line* (TV + Print Media)

+ Off line + INTERNETUNAIDED AWARENESS of Coca

Cola as a brand that offers beverages with lemon raises 2%

when the media planning includes the internet as advertising

channel.

+2%

to Off Line Media

+40

39Just Off line* (TV + Print Media)

Off line + INTERNET

+2%

PROPER CONNECTION between the campaign claim and Coca

Cola Light with Lemon raises 2% when the media planning includes the internet as

advertising channel.

53,9

47,6Just Off line (TV + Print Media)

+ Off line + INTERNET

+6,3 points

BUYING INTENTIONS raise 6.3 points when the media planning includes the internet as advertising channel.

Cross Media Analysis: The Internet Contribution

68,1

73,6Multi-media Group

Off Line Group

One month later...

UNAIDED BRAND AWARENESS

From 3rd to 6th October ...

+5 points

Integrating the Internet as an advertising channel within the multi-media campaign has fostered a 5% increase in

unaided brand awareness in the medium term.

Cross Media Analysis: The Internet Contribution

Cost per Increased Point (in euros)

92.344

4.421

The Internet

is 20 times

cheaper!

32

11,3

Off

Lin

e

Inte

rnet

Increased Points

10

7

Off

Lin

e

Inte

rnet

Increased Points Cost per Increased Point (in euros)294.930

7.106

Investment per Media

Internet

28,4%1,7%70%

TV

Print Media

The internet

is 40 times

cheaper!

Cross Media Analysis: Cost of Advertising



- From 2% to 13% increases in AWARENESS AND BEHAVIOUR indicators.

High Return on Online Advertising Investment regarding cost per point of awareness.

Cross Media: Including the Internet in the Media Planning…

- The Internet improves the main indicators for non-exposure to advertising audiences.

- Not only each online impact achieves a greater recall than any media.The unaided recall is built faster...The unaided recall is built faster...

And Also...

- But also, in the medium term, brand awareness remains longer if the , in the medium term, brand awareness remains longer if the media planning includes the internet as an advertising channel. media planning includes the internet as an advertising channel.

Conclusions

coca cola light lemon crossmedia research msn spain

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