Familiarity and Interest inWorld Expo 2010 Shanghai
A joint report by Ogilvy Public Relations Worldwide/Shanghai and Millward Brown-ACSR Shanghai
27 January 2010
WORLD EXPO 2010 SHANGHAI
Ogilvy Public Relations Worldwide / ShanghaiOgilvy PR Worldwide (www.ogilvypr.com) is an integrated global marketing communications firm, with offices in more than 70 cities around the world. We blend proven PR methodologies with cutting edge digital innovations to craft strategic programs that give clients winning and measurable results. In its 28th year, Ogilvy PR provides strategic public relations counsel to a variety of clients across its 360 degree digital influence, consumer marketing, corporate, healthcare, technology, public affairs and social marketing practices. Ogilvy PR is part of the WPP Group, one of the world's largest communications services organizations (NASDAQ: WPPGY, www.wpp.com).
Millward Brown ACSRMillward Brown ACSR, a global leader in marketing research, is well known for pioneering many of the industry's most innovative research methodologies and techniques to assess and track advertising and brand performance. Recognised as a leading authority in advertising, marketing communications, media and brand equity, Millward Brown ACSR is a valued adviser to leading marketers throughout the world. Millward Brown ACSR offers a full qualitative and quantitative research service in 48 countries working across a wide range of industries and categories. We help companies understand consumer demand and drive their brands and services forward at local, national and global levels. Our commitment to innovation is grounded in an extensive research and development programme, robust validation, and an unrivalled knowledge management system.
PROJECT DETAILS
Methodology• Self completed questionnaire administered online to members of Millward Brown ACSR’s internet panel fr
om all across China
Panel and Data Provider• Millward Brown ACSR Lightspeed Research (LSR China) http://www.lightspeedresearch.com• Participants are from across China, mainly aged 19-35 (86%) with 51% of them being males
Sample Definition• Any person who is registered to join LSR’s China online panel are invited to join this survey• There is no restriction on any demographic quotas or regions
Question Areas• How familiar are they with World Expo 2010 Shanghai? How likely are they to visit?• What do they expect to see and do there?• Which countries are the Chinese public most interested in? What do they think of the pavilions?
DEMOGRAPHICS
6%8%
11%
18%14%
25% <1000
1001-1999
2000-2999
3000-4999
5000-7900
8000 and above
18 and below
19-25
26-35
36-45
46-55
56 and above
51% 49%
0%
50%
100%
Male Female
30%20%
50%
0%
50%
100%
Tier 1 Cities Tier 2 Cities Other
World Expo 2010 Shanghai
FAMILIARITY
25
62
14
0 10 20 30 40 50 60 70
Only know the name of theevent
Heard some things about it butdo not really know what to
expect
Heard a lot about the event andhave a fairly good idea what to
expect
Q: How would you rate your level of knowledge about World Expo 2010 Shanghai? (SA)
As the event draws nearer, the number of people who know what Expo 2010 is about has doubled compared to previous survey.
█ NOVEMBER-DECEMBER 2009 █ FEBRUARY-MARCH 2009
SOURCE OF INFORMATION
0%
10%
20%
30%
40%
50%
60%
General T
V commerci
als
General T
V progra
ms
Family
& Frien
ds
Internet new
s
TV pr
ograms a
bout Exp
o
General P
rint M
edia
Exhibitions a
bout Ex
po
Official E
xpo w
ebsite
Print M
edia
about E
xpo
Radio
Direct
Adverti
sing - s
ubways
Adverti
sing - b
uses
Adverti
sing - t
axis
Adverti
sements
- airp
ortsOther
The publicity around the event has been driven through many channels aside from television advertising.
Q: Where are you getting your information about Expo 2010? (MA)
█ NOVEMBER-DECEMBER 2009
INTENTION TO VISITQ: Will you visit Expo 2010? (SA)
8%
30%
47%
16%
11%
31%
51%
7%
Will definitely visit
Will probably visit
Will not visit
Not sure
Feb/Mar 09 Nov/Dec 09
Thirty-one percent have a strong intention of visiting Expo, while 11% definitely plan to attend.
16%
35%
36%
15%
18%
39%
38%
6%
47%
38%
10%7%
47%
40%
8%3%
Feb/Mar 09 Nov/Dec 09 Feb/Mar 09 Nov/Dec 09
NATIONAL EAST CHINA SHANGHAI
█ NOVEMBER-DECEMBER 2009 █ FEBRUARY-MARCH 2009
MOTIVATION
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Activities for children
Celebrities
People who have visited
Pavil ion appearance
Easy to find on site
Short queuing time
Interactive activities
Hi-tech experience
Art and culture
Pavil ion theme
Familiarity with country
Respondents were motivated by previous knowledge and curiosity/knowledge of the pavilions’ contents
Q: What factors in your decision to visit the pavilions and exhibitions? (MA)
Not important
Do not care
Very Important
Important
Sponsors and Corporate
SPONSORS COMMUNICATIONSQ: Who are the sponsors of World Expo 2010 Shanghai? (MA)
12%
16%
22%
29%
46%
47%
61% China Mobile
China Telecom
Tencent (QQ)
China Unicom
Sohu
Cisco
Mio Technology
China Mobile, China Telecom and Tencent are more recognised as Expo 2010 partners than their competitors
█ GLOBAL PARTNER █ SENIOR SPONSOR █ NON-SPONSOR
SPONSORS MANUFACTURING & INDUSTRYQ: Who are the sponsors of World Expo 2010 Shanghai? (MA)
32%
31% Sinopec
CNPC
28% SAIC-GM
27% State Grid
26% Haier
22% GE
14% Baosteel
█ GLOBAL PARTNER █ SENIOR SPONSOR █ NON-SPONSOR
SPONSORS ELECTRONICSQ: Who are the sponsors of World Expo 2010 Shanghai? (MA)
38%
24% Nokia
Lenovo
22% Siemens
21% IBM
17% Samsung
17% Microsoft
13% HP
█ GLOBAL PARTNER █ SENIOR SPONSOR █ NON-SPONSOR
SPONSORS FMCGQ: Who are the sponsors of World Expo 2010 Shanghai? (MA)
34%
33% Yili
Coca-Cola
29% Meng Niu
26% Pepsi
22% COFCO
20% Kweichou Moutai
16% Bright Dairy
█ GLOBAL PARTNER █ SENIOR SPONSOR █ NON-SPONSOR
SPONSORS SERVICESQ: Who are the sponsors of World Expo 2010 Shanghai? (MA)
29%
34%
29%
33% Bank of Communications
China Pacific Insurance
PICC
China Merchants Bank
15%
26%
28%
█ GLOBAL PARTNER █ SENIOR SPONSOR █ NON-SPONSOR
China Eastern Airlines
China Aviation
JuneYao Airlines
CORPORATE PAVILIONSQ: Which corporate pavilions are you interested to attend? (MA)
47%
33% 31% 30%27% 27% 26% 26% 25% 23%
0%
10%
20%
30%
40%
50%
60%
70%
China Telecom/M
obile
China Aeronautics
Coca Cola
Aviation
CNPC
SAIC-GM PICC
State G
rid
Sinopec
Shanghai Corporat
e
Science and technology is a strong draw for people interested in visiting corporate pavilions.
Countries at Expo 2010
AWARENESS
73%67% 67% 65%
62% 60% 58% 56% 55% 55% 53%47%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
USAJap
an UK
France
Germany
South
Korea
Russia
Canada
Australi
aIta
ly
Singa
pore
Sweden
Q: Which countries do you know are participating at World Expo 2010 Shanghai? (MA)
There is a lot of discussion online about USA’s road to Expo, Japan’s pavilion and its contents, the beauty of UK’s “seed cathedral” and the many events and activities in the France pavilion.
AWARENESS cont’d
45% 44% 43% 43% 41%37% 36% 35% 35% 35% 33% 33%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Switz
erland
Brazil
Netherl
ands
Spain
New Zealand
Denmark
Austria
Argentina
Finland
Portugal
Mex
ico
Greec
e
Q: Which countries do you know are participating at World Expo 2010 Shanghai? (MA)
TOP 10
48%
38%
32% 32%
28%25%
23% 23%21% 20%
0%
10%
20%
30%
40%
50%
60%
USAFrance UK
Japan
South Korea
Germany
Egypt
Singapore
CanadaIta
ly
Q: Which country pavilions at Expo 2010 do you have the intention of visiting? (MA)
In spite of favourability, image or presentation, USA, France, UK and Japan pavilions are the most anticipated.
TOP 11 - 20
20%18%
16% 15% 15%13% 12% 12% 11% 11%
0%
10%
20%
30%
40%
50%
60%
Switz
erland
Australi
aRussi
a
Greec
e
Sweden
Netherl
ands
Brazil
Icelan
d
South
Africa
Denmark
Q: Which country pavilions at Expo 2010 do you have the intention of visiting? (MA)
Countries that ranked highly in awareness, favourability, image or presentation will make up visitors’ “second choice” pavilions.
TOP 21 - 30
10% 9% 9% 9% 8% 8% 7% 6% 6% 6%
0%
10%
20%
30%
40%
50%
60%
IndiaSp
ain
Thaila
nd
Norway
New Zealand
Finland
Mala
ysia
Cuba
Argentina
Ireland
Q: Which country pavilions at Expo 2010 do you have the intention of visiting? (MA)
Countries that ranked highly in awareness, favourability, image or presentation will make up visitors’ “second choice” pavilions.
RANKING CHANGECloser to the actual event, interest in Germany, Canada, Russia and Denmark pavilions have picked up.
Ranking Ranking
USA 1 1
France 2 2
UK 3 3
Japan 4 4
South Korea 5 6
Germany 6 8
Egypt 7 5
Singapore 8 7
Canada 9 11
Italy 10 9
Switzerland 11 10
Australia 12 12
Russia 13 15
Greece 14 13
Sweden 15 14
the Netherlands 16 16
Brazil 17 17
Iceland 18 18
South Africa 19 19
Denmark 20 24
█ FEBRUARY-MARCH 2009█ NOVEMBER-DECEMBER 2009
Q: Which country pavilions at Expo 2010 do you have the intention of visiting? (select from list)
MEN
51%
35% 35% 34%
29%26%
21% 20% 20% 19%
0%
10%
20%
30%
40%
50%
60%
USAJap
an
France UK
Germany
South
Korea
Singa
poreEg
ypt
Italy
Switz
erland
Half of all male respondents want to visit the USA pavilion and one third are interested in Japan, France and the UK.
Q: Which country pavilions at Expo 2010 do you have the intention of visiting? (MA)
WOMEN
42%39%
31% 30% 29% 28%25%
23% 22% 21%
0%
10%
20%
30%
40%
50%
60%
USA
France UK
South
Korea
Japan
Egyp
t
Singa
pore
Canada
Italy
Australi
a
Female respondents were drawn to the USA and France with the UK, South Korea, Japan and Egypt close behind.
Q: Which country pavilions at Expo 2010 do you have the intention of visiting? (MA)
PAVILION APPEALQ: How attractive do you find these pavilions?
PAVILION APPEARANCE
-8% -9% -10% -11% -13% -14% -12% -13% -14% -12% -15% -12% -16%-2% -2% -2% -2% -3% -2% -2% -3% -2% -3%-2%
-3%-4%
28%34% 36% 38% 39% 39% 42% 40% 42% 43% 42%
48%42%
62% 55% 53% 50% 45% 45% 44% 44% 43% 42% 40%38%
38%
-30%
-10%
10%
30%
50%
70%
90%
Not surprisingly, the China pavilion is the most well-liked by the public.But overall design and architecture matter. European pavilions dominate, while Sir Normal Foster’s UAE pavilion is appealing too.
█ VERY ATTRACTIVE █ ATTRACTIVE █ ORDINARY █ NOT ATTRACTIVE
Q: How attractive do you find these pavilions?
PAVILION APPEARANCE cont’d
-18% -15% -17% -17% -17% -18% -19% -17% -18% -21% -21% -24%
-3%-3% -2% -3% -3% -3% -3% -3%
-3% -4%-4%
41% 45% 44% 43% 43% 40% 43% 46% 45% 44% 45% 44%
38%37% 37% 37% 37%
36% 35% 34% 34% 32% 30% 28%
-7%
-30%
-10%
10%
30%
50%
70%
90%
█ VERY ATTRACTIVE █ ATTRACTIVE █ ORDINARY █ NOT ATTRACTIVE
Q: How attractive do you find these pavilions?
LIKEABILITY
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
France
Switz
erland
Australi
a
Singa
pore
Greec
eIta
ly
Sweden UK
Canada
Netherl
ands
Q: What are your favourite countries? (MA)
In the period since the previous survey, France has increased its favourability by fifteen percent
█ NOVEMBER-DECEMBER 2009 █ FEBRUARY-MARCH 2009
LIKEABILITY cont’d
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Norway
Egyp
t
New Zealand
Denmark
Finland
Spain
Germany
South
Korea
USABra
zil
Q: What are your favourite countries? (MA)
Across the board, there is an increase in peoples’ favourable opinion of countries participating at Expo 2010.
█ NOVEMBER-DECEMBER 2009 █ FEBRUARY-MARCH 2009
COUNTRY IMAGEQ: Which countries do you think give you the following impressions? (MA)
31
33
31
31
31
38
30
6
12
28
20
39
Thriving Businesses
Efficient Systems
Famous Schools
Cosmopolitan
Medically Advanced
Technologically Advanced26
18
22
16
20
4
12
10
7
20
18
30
22
25
24
16
18
18
18
17
11
13
12
31
20
19
19
23
22
36
24
9
9
15
13
18
The USA, Japan, Germany and the UK are seen as more advanced than other countries
█ NOVEMBER-DECEMBER 2009 █ FEBRUARY-MARCH 2009
COUNTRY IMAGEQ: Which countries do you think give you the following impressions? (MA)
51
43
32
37
26
24
18
5
30
19Unique Scenery
Nature Offers
Tourist Attractions
Rich Culture
Rich History36
33
24
24
12
14
6
-8
16
9
1
5
3
-2
10
4
28
29
16
13
-10
-12
-9
-12
6
11
21
15
19
19
Egypt and Greece are highly regarded for their history and culture; while South Africa and Iceland promise nature and exoticism
█ NOVEMBER-DECEMBER 2009 █ FEBRUARY-MARCH 2009
For comprehensive analysis of individual countries including likeability, country image, awareness and peoples’ planned itinerary for
World Expo 2010 Shanghai please contact
Michael DarraghDigital Strategic Planner
Ogilvy Public Relations Worldwide / [email protected]
t. +86 21 2405 1719m. +86 137 6130 6133