Sims 3 Pets

October 2011

Key Campaign information

Environment/Panels Key Campaign Objectives

Other Media

350 Mall 6 Sheets

Boost awareness of the new Sims 3 Pets games and drive engagement with the brand

Drive usage and consideration of both the Sims 3 and Sims 3 Pets

Create consumer interest

26%

20%

49% 48%

33%

0% 0%

33%29%

47% 48%

36%

10% 10%

Sims 3 Sims 3 Pets COD ModernWarfare 3

Gears of War 3 AC Revelations Legend of Zelda Animal Crossing

Pre Wave Post Wave

Spontaneous Brand / Title AwarenessThe mall campaign drove top of mind awareness of both

Sims 3 and Sims 3 Pets

Source: Dipsticks Sims 3 Mall Research 2011Q23 Please list all of the recent and upcoming video game releases you can think of.

+66%Poster

Recognisers

+61%Poster

Recognisers

18%15%

43% 43%

29%

3% 4%

30%27%

39%

43%

34%

6%8%

Sims 3 Sims 3 Pets COD ModernWarfare 3

Gears of War 3 AC Revelations Legend of Zelda Animal Crossing

Pre Wave Post Wave

Source: Dipsticks Sims 3 Mall Research 2011

Q24 And please list all of the recent and upcoming video game releases which you have seen advertising for recently.

Spontaneous Advertising AwarenessThe campaign proved noticeable amongst the target

audience

+63%Poster

Recognisers

+60%Poster

Recognisers

Malls key at driving increase in advertising awareness

53%

41%

28%

10%

1% 1%

59%

54%

63%

11%8%

5%

Internet Television Small poster in a shoppingmall

Magazine Newspaper Radio

Pre Wave Post Wave

+125%

Source: Dipsticks Sims 3 Mall Research 2011

Q27. You indicated that you have seen or heard advertising for the following video games recently (Sims 3 Pets); in which of the following places did you see this advertising?

The campaign drove pre-orders of Sims 3 Pets

7% 7% 7%

13%

35%

7%

24%

43%

14%

All Respondents Sims 3 Players Non Sims 3 Players

Pre Wave Post Wave Post Mall Recognisers

Source: Dipsticks Sims 3 Mall Research 2011Q31. Which out of the following video games have you ordered or do you intend to pre order online?

55% 55%63% 66%

62% 63%67%

73%

52%

67%

It is different to othervideo games

It is a video game forpeople like me

It is a video game forall ages

It is a video game I canplay at any time

It is a video game I canplay over and over

Pre Wave Post Wave

The campaign worked to drive key statements for the Sims 3 portfolio

Q32 Using a scale of 0 – 10, where 0 is ‘not at all accurate’ and 10 is ‘very accurate’ how accurately do each of these statements describe Sims 3 / Sims 3 Unleashed/Pets?Source: Dipsticks Sims 3 Mall Research 2011

Summary

• Significant shifts in awareness with Malls highest attributed media

• Indication that campaign has worked to drive players to the Sims brand & future purchase intent for Sims 3 Pets

• The campaign also worked at strengthening perceptions of the Sims 3 brand

Want to find out more?

Contact the JC Decaux research team to find out how the campaign performed across other metrics including creative diagnostics and more about our mall audience