at a Street Theatre near YOU! at a Chairman of Clear Media - - PowerPoint PPT Presentation

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at a Street Theatre near YOU! at a Chairman of Clear Media - - PowerPoint PPT Presentation

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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

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Connecting CONSUME RS & BRANDS Connecting CONSUME RS & BRANDS at a at a “

“Street Theatre

Street Theatre”

” near YOU!

near YOU!

Steven Yung Steven Yung –

– Chairman of Clear Media

Chairman of Clear Media

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C CLEAR

LEARC

CHANNEL

HANNEL

WORLDWIDE WORLDWIDE

  • NYSE

NYSE-

  • Listed

Listed

  • Market Cap over US$20 Billion

Market Cap over US$20 Billion

  • 65 Countries Worldwide

65 Countries Worldwide

World World’

’s Largest Out

s Largest Out-

  • of
  • f-
  • home Media &

home Media & E ntertainment Company E ntertainment Company

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Ultimate BRAND RE VOLUTION Ultimate BRAND RE VOLUTION

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Ultimate BRAND RE VOLUTION Ultimate BRAND RE VOLUTION

  • Beer

Beer

  • Softdrink

Softdrink

  • Mobile

Mobile

  • Bank

Bank

  • Sport

Sport

  • HABA

HABA

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43% 43% 35% 35% 4% 4%

TV TV Newspaper/ Newspaper/ Outdoor Outdoor Radio Radio Magazine Magazine

18% 18%

China Media Landscape China Media Landscape

Data Source: State Administration For Industry & Commerce

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Outdoor Outdoor –

– Dream Platform for Creative

Dream Platform for Creative

Content is KING! Content is KING!

ADVERTISING! ADVERTISING!

… … Where Big Ideas Come Alive Where Big Ideas Come Alive

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Outdoor = Outdoor = “

“Global

Global”

” +

+ “

“Local

Local”

”

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Outdoor Outdoor …

… Accountable Accountable

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Outdoor Outdoor …

… Accountable Accountable

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Outdoor Outdoor …

… Accountable Accountable

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Outdoor Outdoor …

… Accountable Accountable

Industry: Entertainment Cities: Beijing, Shanghai & Guangzhou … 9 cities Weight: 1424 12-sheet panels Period: 2 weeks Media Support: None Why Outdoor?: Increase Brand Awareness

Entertainment

Conclusion

  • Declare new movie -

Harry Porters showing in 9 key cities in January.

  • Research was carried out

by MIMR to evaluate the effect.

Background

61 10 66 44 30 21 41 25 11 5 1 Harry Porter

Marry a Rich Man Big Shot’s Funeral The Pearl in the World Fall In Love Jurassic Park III T o p o f M in d U n a id e d M e n t io n e d

50 46 4 44 6 11 32 1 15 Harry Porter

Marry a Rich Man Big Shot’s Funeral The Pearl in the World Fall in Love Jurassic Park III U n a id e d M e n t ion e d

Beijing <n=101> Guangzhou<n=109> (%)

Harry Porter’s Awareness in Past Two Months

17

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.

The Prove of High Awareness After Short-term Campaign The Prove of High Awareness After Short The Prove of High Awareness After Short-

  • term Campaign

term Campaign

Top of M ind

Entertainment

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Outdoor Outdoor …

… Accountable Accountable

The Prove of Media Multiplier Effect The Prove of Media Multiplier Effect Background: Background:

  • Incorporated with the launch of Shouwu,

P&G wanted to test the effect of TV +

  • utdoor;
  • Chose Zhengzhou/Wuhan/Xi’an as the

trial cities;

  • Bus shelter in Zhengzhou & Transit ad.

in Wuhan were added over TV;

  • Research was designed by P&G &

conducted by Essential MR.

Result: Result:

  • Product awareness almost doubled

the one in Xi’an;

  • Bus shelter ad. provides complete

space for creative & the illuminated system is more impressive. Brand: Rejoice Shouwu Shampoo City: Zhengzhou Period: 5/6/7/8, 2000 Weight: 60~80 12-sheet panels Media support: TVC

Conclusion: Conclusion:

Bus shelter efficiently drives brand awareness & improves the marginal effect of media spending.

Cosmetic & Toiletries

Awareness after the campaign:

73 41 49 Zhengzhou Xi’an Wuhan % Source: P&G Research

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Outdoor Outdoor …

… Accountable Accountable

Brand: Hazeline Black Sesame Shanpoo Market: Shanghai Duration: Apr.-Aug. 1999 Weights: About 50 12-sheet panels Other Media: TVC

C am pai gn Recal l 41% 60% 32% 49% 50% 70% 1999.4 1999.8 A ll M ale Female

Market Background: Market Background:

  • Severe competition from P&G
  • New shampoo brand introduced by

Unilever

  • Market objective: rapid awareness

& share growth

  • Media Strategy: media mix of TVC

& Adshel

Result: Result:

  • After 4 days’ display, the recall rate

reached 41% & further to 66% after 4 months

  • Market share grew rapidly &

became market leading brand.

Conclusion: Conclusion:

  • Media mix of TVC + Adshel drives

awareness & increases market share.

0% 0% 5% 10.20% 0 % 2 % 4 % 6 % 8 % 1 0 % 1 2 % J a n / F e b Ma r / Ap r Ma y / J u n J u l / Au g H a z e l i ne Bl ac k Se s am e

Cosmetic & Toiletries

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Outdoor Outdoor …

… Accountable Accountable

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

  • n Adshel Network

Background: Background:

  • As the 2nd largest

telecommunications company, China Unicom is eager to increase its pager customers to 1,000,000 by the end of 1998.

  • White Horse Advertising is

responsible for integrated strategy & outdoor advertising design.

  • Theme of the campaign: Call me!

Result: Result:

  • No. of Customers shot to

2,000,000 in November 1998;

  • Market Research results showed

that bus shelters had tangible effect to drive the business.

1 50 18 0 350 6 50 1 000 20 00 2 00 4 00 6 00 8 00 1 00 0 1 20 0 1 40 0 1 60 0 1 80 0 2 00 0 9 7. 4 97 . 7 97 . 10 9 7 . 1 2 9 8. 5 9 8. 1 1

Conclusion: Conclusion:

As an independent medium, Adshel Network has low entry cost but excellent effects. Growth in the number of customers

9 4 % 88% 47% 9 1 % 81% 40% 8 7 % 75% 41% 0 % 1 0 % 2 0 % 3 0 % 4 0 % 5 0 % 6 0 % 7 0 % 8 0 % 9 0 % 1 0 0 % J i na n Kunm i ng Ha ng z ho u Awar eness scor e Enhance i m pr essi on W i l l / m i ght use Chi na Uni com

Telecoms

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Outdoor Outdoor …

… Accountable Accountable

Teaser style campaign multiplies the effectiveness Teaser style campaign multiplies the effectiveness Background: Background:

  • FM365 adopted the strategy of

media mix.

  • Teaser style: posted sound-

bytes - “Who will touch my heart on April 18” on April 12

  • 2000. All panels’ wording were

changed to “truly interactive, FM365.com” over the night of April 17.

5 4 % 4 2 % 5 4 % 5 3 % 0 % 1 0 % 2 0 % 3 0 % 4 0 % 5 0 % 6 0 % S h a n g h a i N a n j i n g C h e n g d u W u h a n Awa r e n e s s s c o r e

Result: Result:

“Seal of Approval” Research showed that awareness scores reached over 50% in most cities exceeding the average.

Conclusion: Conclusion:

The teaser style of FM365.com campaign attracted the attention of both consumers & other media. Report on Beijing Youth Daily on April 25: “this campaign is indeed harvesting … at the time of changing posters, people gathered to wait for the new

  • posters. After the new posters were posted, there were

more than 18 pages of opinions on the BBS of FM365.com.” Brand: FM365.com City: Shanghai, Nanjing, Chengdu, Wuhan Period: April – June 2000 Weight: 40 – 90 panels

IT

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From the From the “ “Catwalk Catwalk” ” to the to the “ “Sidewalk Sidewalk” ”

Outdoor Outdoor …

… “

“Category

Category-

  • specific

specific”

”

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Outdoor Outdoor …

… “

“Category

Category-

  • specific

specific”

”

From the From the “ “Catwalk Catwalk” ” to the to the “ “Sidewalk Sidewalk” ”

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Outdoor Outdoor …

…

“ “

Category Category-

  • specific

specific”

”

D a y D a y & N i g h t & N i g h t

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InterACT

ACTive

Act 1 Act 1 Act 2 Act 2 Act 3 Act 3

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InterACT

ACTive

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The Ultimate 24 The Ultimate 24-

  • 7 Network

7 Network

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The Ultimate 3D Brand Revolution The Ultimate 3D Brand Revolution

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Are We Having Fun Yet? Are We Having Fun Yet?

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for for Trend Trend-

  • setters

setters Outdoor Outdoor

“ “Street Theater

Street Theater”

”

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