heineken summary

Heineken

October 2011

Key Campaign information

Environment/Panels Key Campaign Objectives

Domination of Liverpool Street and Charing Cross

Increase brand awareness

Drive usage and consideration of Heineken

Amplify recommendation of the brand amongst commuters

The domination has ensured station advertising recall is strong

Source: Research Now Heineken Research, August 2012.

Commuters who have seen the domination in situ are more likely to view it as impactful and

memorable

Source: Research Now Heineken Research, August 2012.

The domination is…

…the behaviour of a market leader

…memorable advertising

…much more noticeable than TV advertising

…is totally unmissable

…makes me think the brand has a lot of money to spend on advertising

The domination has strengthened perceptions towards Heineken’s advertising…

Source: Research Now Heineken Research, August 2012.

Heineken has memorable advertising

Heineken has great advertising

Heineken is an official Olympic partner

Heineken has spent a lot of money on advertising recently

Heineken advertising is unique

…and the brand itself

Source: Research Now Heineken Research, August 2012.

+48%More likely to say their perception has become more positive recently

Test Cell are:

+43%More likely to say Heineken

is one of their favourite lager brands

Heineken consideration successfully driven by station domination

Source: Research Now Heineken Research, August 2012.

“I am more likely to consider drinking Heineken than I was a few weeks ago”

Control Test

27% 42%

Summary

• There has been a strong recall of the station advertising

• Both brand and advertising image has been strengthened by the station domination

• Increased positivity has in turn driven both recommendation and usage intent

Want to find out more?

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