Focus Media NetworkL’Oreal and Maybelline Ad Recall Study
3rd Party Independent Research on Office Ladies (May 2006)
Research Objectives• The objectives of study are:
– To measure the Brand Recall, Message Recall and Ad Recall of L’Oreal’s advertising campaign on Focus Media;
– To evaluate the effectiveness of the medium in reaching Office Ladies and its Advantages over Traditional Media;
– To measure the level of Purchase Intention on L’Oreal products
– To understand the elevator taking Behavior of Office Ladies, and;
– To study the Focus Media audience Demographics.
• Research was conducted by Strategic Focus Research & Consultancy.
• Research questionnaire was jointly designed by Universal McCann, Focus Media and Strategic Focus Research & Consultancy.
Methodology (1/2)• Study design:
– With permission from the landlords, interviewers were stationed at the elevator waiting lobby of the sample buildings and approached those going out of the building.
• Targets:– Office Ladies who work at the sample buildings– Those who have Watched the LCD TV located at the elevator waiting area– Those who are Not working in relevant industries (including Advertising,
Media, PR, Marketing and Market Research)– Those who Work at the sample buildings being sampled
• Sample size: A total of n=221 successful interviews were achieved.
• Date of survey: 20 April, 2006
• Mechanics: L’Oreal with its Two Product Categories participated and ran a five-week campaign before and during the survey.
Methodology (2/2)• Interviewing locations:
– About 8% sample size (19 buildings) of the total number of 227 buildings available for the study, located in Central, Sheung Wan, Causeway Bay, TsimSha Tsui, Jordan, and Kwun Tong.
Remarks:
2 brands in the survey were in similar product categories (cosmetics and skincare). If respondent recalled either one of the brand but mistaken it to be in the wrong category, it would be considered as not Recall.
Ad Recall Percentage
25%
28%
71%
77%
Maybelline MoistureExtreme Lipcolor
L'Oreal RevitaLiftWhite
Unaided Unaided + Aided
% of respondents recall seeing the advertising
Base: All respondents (n=221 Office Ladies)
44%
45%
16%
21%
20%
16%
20%
18%
Maybelline MoistureExtreme Lipcolor
L'Oreal RevitaLiftWhite
1 - 5 times 6 -10 times 11 - 15 times 16 times & above
Ad Recall Rate (Unaided)
Base: All respondents (n=221 Office Ladies)
# of times respondents recall seeing the advertising
Ad Recall Rate (Aided)
61%
64%
20%
18%
9%
8%
10%
9%
Maybelline MoistureExtreme Lipcolor
L'Oreal RevitaLiftWhite
1 - 5 times 6 -10 times 11 - 15 times 16 times & above
Base: All respondents (n=221 Office Ladies)
# of times respondents recall seeing the advertising
8.0 times
8.4 timesMaybelline MoistureExtreme Lipcolor
L'Oreal RevitaLiftWhite
Ad Recall Rate – Average (Unaided)
Average Ad Recall Rate = 8.2 times
Base: All respondents (n=221 Office Ladies)
4.8 times
4.9 timesMaybelline MoistureExtreme Lipcolor
L'Oreal RevitaLiftWhite
Ad Recall Rate – Average (Aided)
Average Ad Recall Rate = 4.9 times
Base: All respondents (n=221 Office Ladies)
5. 9 times
6. 2 timesMaybelline MoistureExtreme Lipcolor
L'Oreal RevitaLiftWhite
Ad Recall Rate – Average (Aided + Unaided)
Average Ad Recall Rate = 6.1 times
Base: All respondents (n=221 Office Ladies)
Perceived Messages of L’Oreal RevitaLift White TVC
Base: All respondents (n=221 Office Ladies)
Note: Exclude mentions less than 2%
533022179585253223
● Skin whitening/whitening/purification● Removing spots/anti-aging spots/spots purification● Anti-wrinkle/reducing wrinkles/anti-wrinkle around eyes area● Skin firming/95% effectiveness of skin tightening● Anti-aging◊ make the skin looks younger/revitalized the skin
● Brightening/refreshing skin◊ Smooth and brighten skin/soften skin/refresh skin◊ Cleaning skin and brightening skin
● Promote new product◊ Promote product◊ Information of skin care (for new skin care product)
● Release moisture● No message delivered
Total N=171 %
Perceived Messages of Maybelline Moisture Extreme Lipcolor TVC
Base: All respondents (n=221 Office Ladies)
Note: Exclude mentions less than 2%
553217862
14103
1166323
● The lipstick is very moisturized● The lipstick is red, shine and sharp◊ The lipstick is sharp and beautiful◊ Lips will become red and dark after use◊ Brightening◊ Lips will be shine after using the lipstick
● Users will be more attractive and beautiful◊ Users will be more beautiful, sexy, sharp and enchanting◊ Attract the opposite sex and feel confident after use
● Promote the product◊ New product promotion and launching new product line
● Many colors choice/nine different colors● Protect lips● No message delivered● Don’t know
Total N=157%
Purchase Intention towards L’Oreal RevitaLift White
Base: All respondents (n=221 Office Ladies)
Will buy it immediately
Have bought already and will keep on buying it
Will consider to buy it
Recall the name but will not buy it
Have an interest in the product but will not buy it
Have bought it already and will not buy it again 1%
20%
35%
38%
2%
4%
Purchase Intention towards Maybelline Moisture Extreme Lipcolor
Base: All respondents (n=221 Office Ladies)
Will buy it immediately
Have bought already and will keep on buying it
Will consider to buy it
Recall the name but will not buy it
Have an interest in the product but will not buy it
Have bought it already and will not buy it again
3%
4%
36%
36%
20%
1%
Number of Times Taking Elevator on a Daily Basis
2%
1%
5%
10%
82%
More than 10 times
9 - 10 times
7 - 8 times
5 - 6 times
4 times or less
Average = 3.6 times per day
Base: All respondents (n=221 Office Ladies)
Counted single trip from building lobby going up to offices
Waiting Time Per Elevator Ride
14%
24%
45%
17%More than 2 mins
>1.5 - 2 mins
>1 - 1.5 mins
>0.5 - 1 min
Average = 1.2 minutes of waiting time per elevator ride
Base: All respondents (n=221 Office Ladies)
55%
13%
12%
20%
9 - 10 times
7 - 8 times
5 - 6 times
Below 4 times
Frequency of Watching LCD TV Network (Out of 10 Times Taking Elevators)
Average = 7.6 times out of 10 times
Base: All respondents (n=221 Office Ladies)
Exposure of Advertising on LCD TV Network versus Key Traditional Media
35%
45%
42%
27%
32%
38%
32%
26%
23%
Newspaper / Magazine
Outdoor electronicmedia
Local paid/free TV
More than About the same Less than
Base: All respondents (n=221 Office Ladies)
Overall Preference of the LCD TV Network
2%
42%
44%
12%
Dislike
Average
Like it
Like it very much
Base: All respondents (n=221 Office Ladies)
Demographics of Respondents (1/4)
4%
8%
9%
20%
25%
19%
2%
13%
Above 54
45-54
40-44
35-39
30-34
25-29
20-24
16-19
Base: All respondents (n=221 Office Ladies)
AgeAge
Demographics of Respondents (2/4)
2%
2%
40%
16%
40%
EducationEducation
Primary School
Secondary School
Post Secondary
Diploma/Bachelor Degree
Master Degree or Above
Base: All respondents (n=221 Office Ladies)
Demographics of Respondents (3/4)
40%
13%
18%
12%
2%
4%
11%
OccupationOccupation
Administrative/Support
Others
Base: All respondents (n=221 Office Ladies)
Self-employed Merchant/Business Owner
President / General Manager
Professional
Manager / Executive
Officer / Secretary
Demographics of Respondents (4/4)
28%
15%
9%
7%
Monthly Personal IncomeMonthly Personal Income
Average Monthly Personal Income=HK$14,785
3%
38%
Base: All respondents (n=221 Office Ladies)
Above HK$30,000
HK$25,001 – 30,000
HK$20,001 – 25,000
HK$15,001 – 20,000
HK$10,001 – 15,000
Below HK$10,000