EE

April 2014

Key Campaign information

Environment Key Research Objectives

Prove that a mall D6 campaign can deliver on key metrics such as awareness, call to action and image

Prove the value added by the inclusion of M-Vision in a campaign for a technology brand

D6 and M-Vision work together to drive brand awareness

Source: Malls Research, On Device. April 2014

M-Vision works harder to ensure stronger cut-through amongst the mall audience

Source: Malls Research, On Device. April 2014

The D6 campaign strengthened all metrics, with the M-Vision amplifying the key metric for the brand

+38%

Source: Malls Research, On Device. April 2014

Consideration elevated by the D6 campaign

Source: Malls Research, On Device. April 2014

54% of those who saw the campaign are more likely to consider EE as a

result of the advertising

The M-Vision campaign worked harder at driving a desire to find out more

Source: Malls Research, On Device. April 2014

Those in the M-Vision malls were

+8% more likely to say the campaign has made them want to find out

more

Summary

•  Increased brand saliency driven by D6 network and amplified by the MVision campaign

•  Increased positivity towards the brand with MVision key for amplifying key campaign message

•  The D6 campaign has been successful at driving call to action

•  MVision key for driving intrigue

Want to find out more?

Contact the JC Decaux research team to find out how the campaign performed across other metrics