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APN outdoor & KIA RIo. Presented by Nathan Shakespeare. 2. Measure brand perception of kia rio in a competitive context. KIA RIo RESEARCH. 1. Measure brand impact of ad recall on awareness and purchase intention. OBJECTIVES. Source: Nielsen. KIA RIo RESEARCH. METHODOLOGY.

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apn outdoor kia rio

APN outdoor & KIA RIo

Presented by Nathan Shakespeare

slide2
2. Measure brand perception of
  • kiario in a competitive context
  • KIA RIo RESEARCH
  • 1. Measure brand impact of
  • ad recall on awareness and
  • purchase intention
  • OBJECTIVES

Source: Nielsen

slide3
KIA RIo RESEARCH
  • METHODOLOGY
  • A sample of panelists who had opportunity for exposure to the ‘Kia Rio’ out-of-home campaign was surveyed. Respondents were asked in the survey if they recalled having seen the ‘Kia Rio’ bus advertisement. The brand effect of the out-of-home campaign was analysed by comparing awareness metrics and purchase intention of ad recaller against non ad recaller.

Q. Below is an example of an advertising that appeared on buses recently. Do you remember seeing any of these ads before?

Ad Recaller

Yes

  • Key brand metrics were asked for Kia Rio and 15 competitor brands:
  • Top-of-mind Awareness
  • Aided Awareness
  • Purchase intention

No /Unsure

Non Ad Recaller

Sample size: n555

Source: Nielsen

slide5
AD RECALL HAD THE HIGHEST IMPACT ON AIDED AWARENESS AMONG THE TARGET OF 18 – 34 YEAR OLDS72% v 57% non-ad recaller
  • KIA RIo RESEARCH
  • AD RECALL

Source: Nielsen

slide6
KIA RIo RESEARCH
  • TOP OF MIND AWARENESS
  • Note: 23% Other automotive brands were mentioned that were not included in the defined competitive set.
  • Q. When thinking about small passenger cars, which automotive brands come to mind?
  • Base: All respondents n=555, Ad Recaller n=91, Non Ad Recaller n=464
  • A 4% point shift on unaided awareness was observed for Kia Rio moving Kia Rio into the #6 position in their competitive set.
  • Ad recall had a significant impact on top of mind awareness for Kia (+13 percentage points) among ad recallers.

TOP OF MIND AWARENESS

Source: Nielsen

slide7
KIA RIA RESEARCH
  • AIDED AWARENESS
  • Q. Have you heard of the below automotive models?
  • Base: All respondents n=555, Ad Recaller n=91, Non Ad Recaller n=464
  • Kia Rio’s prompted awareness moved from 7th position to 4th after ad recall. The campaign recall enabled Kia Ria to close the gap to the top-ranked Ford Fiesta, Toyota Yaris and Holden Barina.

+10

Source: Nielsen

slide9
Ad recall of the campaign shifted the likelihood to purchase a Kia Rio up 3 percentage points.
  • This shift sees Kia Rio sitting with Ford Fiesta, Mitsubishi Mirage and Honda Jazz in terms of purchase intention post as recall.
  • KIA RIo RESEARCH
  • PURCAHSE INTENTION NEXT 12 MONTHS
  • Q. How likely are you to purchase the following automotive models in the next 12 months?
  • Base: Respondents aware of each brand

Source: Nielsen

slide10

Kia Rio Effectiveness Study Summary

          • The Portrait Side and Showcase transit campaign delivered on the key performance objectives.
          • AWARENESS & PURCHASE INTENTION - HIGHLIGHTS
          • Lift in unaided awareness for Kia Rio: up to 19%
          • Significant lift in aided awareness: 72% ad recall amongst 18 – 34year olds
          • Upward movement of purchase intention:3% lift in intention to purchase
          • -
  • KIA RIo RESEARCH
  • SUMMARY