Brand Tracking Study of Quebec MarketsJuly 2007

PurposePurpose

In order to benchmark the success of our Marketing efforts in key markets, we conducted an online tracking study through Zoomerang.com/Market Tools.

We wanted to understand the following:– Unaided and aided awareness levels– Awareness of competition– Perception of which products are cellular based– Relative appeal of product attributes– Purchase consideration

MethodologyMethodology

Online Study enabled fast execution and minimized cost. Used a qualified panel on Zoomerang.com

Panelist criteria Age: 25 – 54

Male/FemaleOwn automobile

DMAs: ( Goal N = 200 each) Quebec, CAN

QuestionsQuestions

When you think of car security products, which companies come to mind? (unaided)

How aware are you of the following security devices? (aided)

Viper AlarmsViper GPS Tracking System OnStar LoJack The Club BMW Assist

Mercedes TeleAid Guidepoint Vigil GPS Boomerang

Mobile IQ Etching Sherlock Marking OmniScout

QuestionsQuestions Do you currently or have you ever had any of the

following systems installed in your vehicle?

For the companies which you are aware of, which of these companies uses exclusively cellular technology to recover stolen vehicles? (select as many as apply)

Thinking about different security devices, please rank

the following in order of how important they are to you, with “1” being the most important and “8” being the least important.

– Makes me eligible for insurance discounts– Notifies me if someone moves my car without my

permission– Works everywhere, even in underground parking garages– Has hidden recovery system that uses cellular

technology, not satellite GPS– Reduces the chance of my car being successfully stolen– Is hidden in the vehicle so no one knows where it is

stored– Allows me to track my vehicle on the internet– Gets my stolen car back fast and minimizes the chance of

damage to my car

QuestionsQuestions

In your opinion, what technology is the most effective in the domain of vehicle security?

Have you heard about the Boomerang tracking system over the past 12 months? If so, where have you heard about the system? (select all that apply)

Which of the following is the most effective in the recovery of a stolen vehicle?

Have you ever been mandated by your insurance company to install an auto security device?

QuestionsQuestions

What is the make and model of the vehicle that you have been mandated to get a security device on?

Were you given a choice between several options to receive a rebate?

Did you choose based on?– Price– Brand– Recommendation / Mandate of Insurer– Recommendation of family or friends– Other

QuestionsQuestions

If not mandated would you be interested in installing a security device on your car?

If no, why would you not be interested?

37.72%

31.14%

15.57%

9.28%

3.89% 2.40%

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

40.00%

None Boomerang Other OnStar Sherlock Viper

Unaided Awareness

Key Findings: Unaided AwarenessKey Findings: Unaided Awareness

Unaided awareness for Boomerang is very high Boomerang has higher top-of-mind awareness than OnStar“Immobilizers” and “Alarms” primarily make up ‘Other’ category

78%73%

42%41%40%

28%23%

17%

10%7%

2% 2% 2% 1%0%

10%

20%

30%

40%

50%

60%

70%

80%

Key Findings: Aided AwarenessKey Findings: Aided Awareness

Boomerang hold strong 2nd behind OnStar.

0 1 2 3 4 5 6

Has Hidden recovery system that uses cellular technology

Allows me to track my car on the internet

Notifies me if my car is moved without my permission

Is hidden so no one knows where it is stored

Works Everyone, even underground

Eligilble for Insurance Discount

Gets my car back fast and minimizes the chance of damage

Reduces the chance my car will be stolen

Key Findings: Important product Key Findings: Important product featuresfeatures

No major disparity in feature importanceTheft prevention and Insurance Discount rank higherHidden Technology and Internet Tracking rank lower

Ranking of Importance of Product Ranking of Importance of Product FeaturesFeatures

Most compelling features seem to be Theft Prevention and Insurance Discount

Least compelling is “Allows me to track my vehicle on the internet”

0.00% 10.00% 20.00% 30.00% 40.00% 50.00%

Brand

Recommendation of family / friends

Product Benefit

Other

Price

Recommendation / Mandate of insurer

Not Mandated

Mandated

Key Findings: Mandated v. Non-Key Findings: Mandated v. Non-MandatedMandated

For those that are mandated to have a security device installed, a large amount go on there insurance recommendation or mandate

Consumers look to there insurance company even when they are not mandated.

20% of people are mandated to have a security device.

50% of those choose their security device based on their insurers recommendation.

That is 40,000 cars a year in Quebec that need a security device.

Sources of Awareness2%2%

4%4%5%6%6%

8%8%

16%16%

25%39%

0% 10% 20% 30% 40% 50%

Other car-related w ebsite

New s story or article in a magazine

Boomerang corporate w ebsite

Other

After-market Dealer

New spaper advertising

Car Dealer

Insurance Company or Broker

New s story or article in a new spaper

Radio Advertising

New s story on television

Word of mount, f riends and family

I have not heard about Boomerang

Key Findings: Sources of Key Findings: Sources of awarenessawareness

Awareness has a way to go yet!Radio Advertising (16%) and PR efforts (32%) correlate to 2006 effortsInterestingly, only 6% report becoming aware at a car dealership

52%

41%

19%

10%8% 7%

0%

10%

20%

30%

40%

50%

60%

OnStar Boomerang Viper GPS Vigil GPS Mobile IQ BMW Assist

For the companies which you are aware of, which of these companies uses exclusively cellular technology to recover stolen vehicles? (select as many as apply)

Key Findings: TechnologyKey Findings: Technology

LoJack AwarenessLoJack Awareness

LoJack awareness in the Quebec ranks as expected, with 0.0% (Boomerang 31.1%) unaided and 1% (73% Boomerang) aided awareness

LoJack was not anywhere near Boomerang levels. LoJack is not associated with vehicle security.

Key ObservationsKey Observations

Investment in brand advertising paying dividends, awareness at higher than expected levels

Theft prevention and Recovery speed important; latter should play role in ad messaging

– LBS/online services not a consumer perceived benefit

Technology not a major feature for consumers, many are completely unclear on differences and benefits of each

Implications/Next StepsImplications/Next Steps

We have ongoing work to do in terms of building both Brand awareness and purchase consideration within Quebec, while remaining realistic about what the 2007 advertising plan can and can’t do.

Unaided awareness is high, and will continue to grow with a committed investment to targeting advertising efforts

Advertising alone won’t move the purchase consideration needle; we all know from experience that the product has to be actively sold by the dealer