WickesJuly 2011

Key Campaign information

Environment/Panels Key Campaign Objectives

Other Media

109 Roadside 48 Sheets

Drive Wickes brand awareness, strengthen brand perceptions and drive key call to action metrics

Other Information

Amongst female home owners

Brand Science Econometrics proves Outdoor and TV drives higher ROI

Sample Set: All FMCG Results Vault studies (2002 -2008) - with and without measured Outdoor RROI

TV Only TV & Outdoor

Aver

age

TV R

ROI

£0.93

£1.31+41%

739 GRPs597 TVRs

Test and control regions to show how outdoor can amplify a TV

campaign

983 GRPs

412 PRPs

TV Solus (Control)TV & OOH (Test)

Out of home amplifying the increase in brand awareness delivered by the TV

campaignBrand Awareness

53% 50%

62%53%

+6%+17%

Q1. In the space below, please write down the names of all the retailers you know of where you can buy kitchens from?

The outdoor element also increased awareness of Wickes advertising over and

above TV

25%22%

29%25%

+14%+16%

And which, if any, of these retailers that sell kitchens have you seen or heard advertising for in the past two weeks?

Advertising Awareness

The roadside campaign enhanced perceptions of Wickes

35%

23%

12%

25%

13%

29%

21%

45%

21%

38%

31%

17%

28%

16%

26%24%

49%

23%

Succe

ssful

Quality

Premium

Confident

Prestige

Traditional

Fash

ionable

ValueProud

+9%+35%+42%+12%+23%-10%+14%+9%+10%

Q8. On a scale of 0 to 10, where 0 is ‘doesn’t describe the brand at all’ and 10 is ‘describes the brand very accurately’, how do the following words describe Wickes? – Central Region – all those who scored 7+

Perceptions stronger in region with out of home campaign

31%

26%

16%

24%

13%

24%20%

42%

21%

38%

31%

17%

28%

16%

26%24%

49%

23%

Succe

ssful

Quality

Premium

Confident

Prestige

Traditional

Fash

ionable

ValueProud

+10%+17%+20%+8%+23%+17%+6% +19%+23%

Q8. On a scale of 0 to 10, where 0 is ‘doesn’t describe the brand at all’ and 10 is ‘describes the brand very accurately’, how do the following words describe Wickes? – Central Region – all those who scored 7+

Out of home increased perceptions of Wickes over and about any TV effect

CentralHas a wide range of kitchens +7%Sources the best quality products +5%Is a kitchen retailer for people like me +13%Is a retailer for people who want a professional finish +13%Sells kitchens at affordable prices +6%Sells stylish kitchens +7%Sells contemporary kitchens +15%Sells innovative products +6%

Q7. Looking at the following list of statements, which, if any, apply to each of the following retailers. Central. Indexes shown

Summary

• Out of home amplified both brand and advertising awareness over and above what the TV achieved

• A stronger uplift in brand perception was observed amongst those in the region where out of home was present

Want to find out more?

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