Connecting CONSUME RS & BRANDS Connecting CONSUME RS & BRANDS “ Street Theatre ” near YOU! at a “ Street Theatre ” near YOU! at a – Chairman of Clear Media Steven Yung – Chairman of Clear Media Steven Yung PDF created with FinePrint pdfFactory Pro trial version www.pdffactory.com
’ s Largest Out World ’ s Largest Out- -of of- -home Media & home Media & World E ntertainment Company E ntertainment Company C LEAR C HANNEL C LEAR C HANNEL WORLDWIDE WORLDWIDE � � NYSE- -Listed Listed NYSE � � Market Cap over US$20 Billion Market Cap over US$20 Billion � � 65 Countries Worldwide 65 Countries Worldwide PDF created with FinePrint pdfFactory Pro trial version www.pdffactory.com
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Ultimate BRAND RE VOLUTION Ultimate BRAND RE VOLUTION � � Beer Beer � � Softdrink Softdrink � � Mobile Mobile � � Bank Bank � � Sport Sport � HABA � HABA PDF created with FinePrint pdfFactory Pro trial version www.pdffactory.com
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China Media Landscape China Media Landscape 43% 43% 35% 35% 18% 18% 4% 4% TV TV Newspaper/ Newspaper/ Outdoor Outdoor Radio Radio Magazine Magazine Data Source: State Administration For Industry & Commerce PDF created with FinePrint pdfFactory Pro trial version www.pdffactory.com
– Dream Platform for Creative Outdoor – Dream Platform for Creative Outdoor Content is KING! Content is KING! ADVERTISING! ADVERTISING! … Where Big Ideas Come Alive … Where Big Ideas Come Alive PDF created with FinePrint pdfFactory Pro trial version www.pdffactory.com
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… Accountable Outdoor … Accountable Outdoor PDF created with FinePrint pdfFactory Pro trial version www.pdffactory.com
… Accountable Outdoor … Accountable Outdoor PDF created with FinePrint pdfFactory Pro trial version www.pdffactory.com
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… Accountable Outdoor … Accountable Outdoor Entertainment Entertainment The Prove of High Awareness After Short- -term Campaign term Campaign The Prove of High Awareness After Short The Prove of High Awareness After Short-term Campaign Industry: Entertainment Cities: Beijing, Shanghai & Guangzhou … 9 cities Weight: 1424 12-sheet panels Period: 2 weeks Media Support: None Why Outdoor?: Increase Brand Awareness Background Harry Porter ’ s Awareness in Past Two Months • Declare new movie - Beijing <n=101> Guangzhou<n=109> (%) Harry Porters showing in 61 50 Harry Porter Harry Porter 9 key cities in January. 41 32 10 46 • Research was carried out Marry a Rich Man Marry a Rich Man 17 by MIMR to evaluate the Big Shot ’ s Funeral 66 4 Big Shot ’ s Funeral 25 effect. 1 44 The Pearl in the World 44 11 The Pearl in the World 15 30 Fall In Love Fall in Love 5 6 21 11 Jurassic Park III Jurassic Park III 1 Conclusion U n a id e d M e n t io n e d T o p o f M in d U n a id e d M e n t ion e d Top of M ind Bus shelter advertising increased the awareness of Harry Porter significantly. The top of mind awareness is much higher than other movies without bus shelter advertising. PDF created with FinePrint pdfFactory Pro trial version www.pdffactory.com
… Accountable Outdoor … Accountable Outdoor Cosmetic & Toiletries The Prove of Media Multiplier Effect The Prove of Media Multiplier Effect Brand: Rejoice Shouwu Shampoo City: Zhengzhou Period: 5/6/7/8, 2000 Weight: 60~80 12-sheet panels Media support: TVC Background: Background: • Incorporated with the launch of Shouwu, P&G wanted to test the effect of TV + outdoor; Awareness after the campaign: Result: Result: • Chose Zhengzhou/Wuhan/Xi ’ an as the % 73 trial cities; • Product awareness almost doubled the one in Xi ’ an; • Bus shelter in Zhengzhou & Transit ad. 49 41 in Wuhan were added over TV; • Bus shelter ad. provides complete • Research was designed by P&G & space for creative & the illuminated system is more impressive. conducted by Essential MR. Conclusion: Conclusion: Xi ’ an Zhengzhou Wuhan Source: P&G Research Bus shelter efficiently drives brand awareness & improves the marginal effect of media spending. PDF created with FinePrint pdfFactory Pro trial version www.pdffactory.com
… Accountable Outdoor … Accountable Outdoor Cosmetic & Toiletries Brand: Hazeline Black Sesame Shanpoo Market: Shanghai Duration: Apr.-Aug. 1999 Weights: About 50 12-sheet panels Other Media: TVC Market Background: Market Background: C am pai gn Recal l • Severe competition from P&G Conclusion: Conclusion: 70% 60% • New shampoo brand introduced by 50% 49% 41% • Media mix of TVC + Adshel drives 32% Unilever awareness & increases market share . • Market objective: rapid awareness & share growth 1 2 % 1999.4 1999.8 A ll M ale Female 10.20% • Media Strategy: media mix of TVC 1 0 % Result: Result: & Adshel 8 % • After 4 days ’ display, the recall rate 6 % 5% reached 41% & further to 66% after 4 % 4 months 2 % 0% 0% • Market share grew rapidly & 0 % J a n / F e b Ma r / Ap r Ma y / J u n J u l / Au g became market leading brand . H a z e l i ne Bl ac k Se s am e PDF created with FinePrint pdfFactory Pro trial version www.pdffactory.com
… Accountable Outdoor … Accountable Outdoor Telecoms Advertiser: China Unicom Locations: 20 cities nationwide Duration: Successive since May 1998 Weight: 20-100 panels per city Other media: 80% of advertising budget is on Adshel Network 20 00 2 00 0 Background: Background: Conclusion: Conclusion: 1 80 0 1 60 0 • As the 2nd largest 1 40 0 As an independent medium, Adshel 1 20 0 telecommunications company, 1 000 Network has low entry cost but 1 00 0 China Unicom is eager to increase 8 00 excellent effects . 6 50 its pager customers to 1,000,000 by 6 00 4 00 350 the end of 1998. 1 0 0 % 9 4 % 18 0 2 00 1 50 9 1 % 88% 9 0 % 8 7 % 0 81% • White Horse Advertising is 9 7. 4 97 . 7 97 . 10 9 7 . 1 2 9 8. 5 9 8. 1 1 8 0 % 75% Growth in the number of customers responsible for integrated strategy 7 0 % Result: 6 0 % & outdoor advertising design. Result: 47% 5 0 % 41% 40% • Theme of the campaign: Call me! • No. of Customers shot to 4 0 % 3 0 % 2,000,000 in November 1998; 2 0 % • Market Research results showed 1 0 % 0 % that bus shelters had tangible J i na n Kunm i ng Ha ng z ho u Awar eness scor e Enhance i m pr essi on effect to drive the business. W i l l / m i ght use Chi na Uni com PDF created with FinePrint pdfFactory Pro trial version www.pdffactory.com
… Accountable Outdoor … Accountable Outdoor IT Teaser style campaign multiplies the effectiveness Teaser style campaign multiplies the effectiveness Brand: FM365.com City: Shanghai, Nanjing, Chengdu, Wuhan Period: April – June 2000 Weight: 40 – 90 panels Background: Background: • FM365 adopted the strategy of media mix. • Teaser style: posted sound- bytes - “ Who will touch my 6 0 % 5 4 % 5 4 % 5 3 % heart on April 18 ” on April 12 5 0 % Conclusion: 2000. All panels ’ wording were Conclusion: 4 2 % changed to “ truly interactive, 4 0 % The teaser style of FM365.com campaign attracted the FM365.com ” over the night of 3 0 % attention of both consumers & other media. April 17. 2 0 % Report on Beijing Youth Daily on April 25: “ this 1 0 % Result: Result: campaign is indeed harvesting … at the time of 0 % changing posters, people gathered to wait for the new “ Seal of Approval ” Research g u n i n d a a posters. After the new posters were posted, there were h g h i n u showed that awareness scores g j W n n e h a a h N C more than 18 pages of opinions on the BBS of S reached over 50% in most cities FM365.com. ” Awa r e n e s s s c o r e exceeding the average. PDF created with FinePrint pdfFactory Pro trial version www.pdffactory.com
… “ “ Category ” specific ” Outdoor … Category- -specific Outdoor “ Catwalk ” to the “ Sidewalk ” From the “ Catwalk ” to the “ Sidewalk ” From the PDF created with FinePrint pdfFactory Pro trial version www.pdffactory.com
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