Advertising locomotive awareness, SBB Advertising June 2016

Transcription

1 Advertising locomotive awareness, 201 SBB Advertising June 201

2 Study design 1/2 Client: Research design: Project management: Methodology: SBB Advertising Project manager: Sandra Liechti blue eyes marketing gmbh, Lucerne Markus Britschgi & Deborah von Wyl Ad hoc study, online survey using a semi-structured questionnaire Two-stage procedure with pre-test (unprompted questions). Respondents were then sent material of 17 advertising locomotives with the request to pay greater attention to advertising locomotives in the month of June. Post-test with the same respondents as for the pre-test (prompted questions) Survey period: Pre-test 2 20 May 201 Post-test 20 June 201 2

3 Study design 2/2 Sample: Pre-test 2,00 interviews Post-test 1,91 interviews Survey target group: Population aged 1 7 years within these towns/cities: Aarau Baden Basel Bellinzona Bern Biel Brig Brugg Chiasso Chur Fribourg Geneva Interlaken Lausanne Locarno Lugano Lucerne Mendrisio Neuchâtel Olten Schaffhausen Sion St. Gallen Thun Visp Wil Winterthur Zug Zurich (800 districts according to BfS definition) Universe: Representativity: 3,30,000 people Both studies are representative in terms of characteristics, gender, age and WEMF regions. Confidence interval: Pre-test maximum % Post-test maximum % 3

4 Awareness of advertising locomotives (total seen as %) Q1 Pre-test: Have you seen an advertising locomotive before? Post-test: Have you seen an advertising locomotive in the last month (June)? Total noticed unprompted (pre-test) Total noticed prompted (post-test) No response None seen Seen U=200 / 191

5 Awareness of advertising locomotives (total seen as %) Q1 Have you seen an advertising locomotive in the last month, irrespective of whether or not you were travelling by train at the time? Post-test Total No response None seen Seen Total Male Female 1 3 years 3 years - 7 years German-speaking Switzerland French-speaking Switzerland 8 Italian-speaking Switzerland 7 Use PT in general Use SBB trains Use car or motorbike 7 U=

6 Awareness of advertising locomotives (number of sightings) Q1 How often have you seen an advertising locomotive in the last month, irrespective of whether or not you were travelling by train at the time? Post-test Total No response None Once (1) 2-3 times (2) - times (3) times or more () Data as mean scores (base: users = %) Total Male Female 1 3 years 3 years 7 years German-speaking Switzerland French-speaking Switzerland Italian-speaking Switzerland Use PT in general Use SBB trains Use car or motorbike Value = Mean score within the response category 1. Interpretation = The value of 1.9 means that the average of all responses is close to response category 2. And this response category 2 indicates that the advertising engine has been seen 2-3 times. U=1081 (users)

7 Awareness of advertising locomotives (number of sightings) Q1 How often have you seen an advertising locomotive in the last month, irrespective of whether or not you were travelling by train at the time? Post-test times or more Seen - times 7 Seen 2-3 times 2 Seen once U=1081 (users) 7

8 Extrapolation for awareness of advertising locomotives (post-test) Q1 How often have you seen an advertising locomotive in the last month, irrespective of whether or not you were travelling by train at the time? Extrapolation for SBB advertising locomotive total reach for the month of June 201 Population universe for ages 1 7 years: Total advertising locomotives seen: 3,30,000 people % = 1,920,800 people Number seen Seen as % % structure (% = base 100%) Absolute structure Factor Absolute extrapolation Seen times % 7.1% x 823,200 Seen - times 7% 12.0% x. 1,080,0 Seen 2-3 times 2% 2.8% x 2. 2,08,000 Seen once 21% 37.0% x 1 720,300 Total contacts for advertising locomotives in the month of June in absolute figures,81,90 Average awareness of an advertising locomotive in the month of June 2. U=1081 (users) 8

9 Where seen Q2 Where did you see these advertising locomotives? Post-test Pre-test Only at a station 3 Pre-test 28% Only as a train going past 3 Pre-test 2% At a station and as a train going past 2 Pre-test % U=192 pre-test U=1081 post-test

10 Liking of advertising locomotives Q3 How pleasing do you basically find the idea of locomotives being used as advertising media? Total No response Not pleasing (1) Not very pleasing (2) Neither / nor, neutral (3) Pleasing () Very pleasing () Data as mean scores Total Male Female 1 3 years 3 years 7 years German-speaking Switzerland French-speaking Switzerland Italian-speaking Switzerland Use PT in general Use SBB trains Use car or motorbike U=

11 Advertising impact of advertising locomotive 1/2 Q To what extent do the following statements essentially apply to advertising on locomotives? Mean score Is striking Is creative / original Stands out positively from other forms of advertising Is modern Is attractive U= No response Does not apply (1) Does not really apply (2) Neither / nor, neutral (3) Applies () Applies a great deal () 11

12 Advertising impact of advertising locomotive 2/2 Q To what extent do the following statements essentially apply to advertising on locomotives? Mean score I always like to see it ,39 Conveys Swissness ,3 Appears credible ,3 Conveys sustainability ,92 Motivates me to find out more ,0 U= No response Does not apply (1) Does not really apply (2) Neither / nor, neutral (3) Applies () Applies a great deal () 12

13 Advertising purpose of advertising locomotive Q How suitable are advertising locomotives in conveying the following kinds of messages/advertising? Mean score Events, anniversaries of companies or organisations Products Companies U= No response Does not apply (1) Does not really apply (2) Neither / nor, neutral (3) Applies () Applies a great deal () 13

14 Features noticed on advertising locomotives Q How important do you think the following features are in making you notice an advertising locomotive or for it to stand out? Mean score Images, symbols Message, text Background colour Pattern, design Brand advertised / organisation U= No response Not important (1) Not very important (2) Neither / nor, neutral (3) Important () Very important () 1

15 Conclusion