We have become the leader in providing innovative advertising solutions in lifestyle environments...
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Transcript of We have become the leader in providing innovative advertising solutions in lifestyle environments...
We have become the leader in providing innovative advertising solutions in lifestyle environments including cinemas, shopping malls & new lucrative locations like Beauty Saloons.
TLC’s focus has always been to be the most progressive media supplier in our field, taking our services into realms presently occupied by major players in ‘mainstream media’.
They want a high reach, targeted approach to their media buy, that is gender specific, minimizes
wastage and
maximizes exposure
They need tailor
made solutions that demonstrate a
thorough
understanding of their business
needs and
objectives
They don’t want media that is unaccountable
they want a business partner that provides
RESULTS and regular research to keep them informed and ahead of their competition
PEOPLE ARE COMING
TO US BECAUSE
MALLS CINEMA BEAUTY SALONS
FASHION FRAMES
SERV
ICES
Washroom Media in UAE, KSA & KWT
Uncluttered, Targeted , Gender Specific Media withlong dwell times
High reach
Close Proximity to retail outlets
High receptiveness
MALLS CINEMA BEAUTY SALONS
FASHION FRAMES
SERV
ICES
Around 500,000 people visit our cinemas each month
Cinema Washrooms allow for creative use of space
89% of these people will visit the washroom
Perfect environment to target hard to reach youth
MALLS CINEMA BEAUTY SALONS
FASHION FRAMES
SERV
ICES
Broad, high reach selection of Salons in UAE,KSA & KWT
Targeted, gender Specific environment
High Frequency 3+ Visits per month
Long dwell times : 2+ Hours
Social Network / great for WOM
We’ve had the privilege to work with
some great national and
internationalbrands, in a wide range of sectors, over the years.
Here’s just a few of them...
Media Challenge:
How to reach the target at the right time with right mindset to create message relevance & effectiveness?
How to ensure that brand recognition and message comprehension are connecting and captivating the target
What is the ultimate media mix that helps achieve desired objective?
FACE TO FACE exit interviews333 Respondents
Research was approached as follows:
Washrooms without Olay Campaign: 100 interviews in Marina Mall. This wave was used as benchmark base
Washrooms with Olay campaign: 233 interviews in Ibn Battuta Mall. Campaign was spread across all washrooms in the mall
93% of females noticed the Olay advertising in the washrooms Awareness doubled
53% of respondents found idea of advertising on the mirror very appealing
Mirror advertising scored a 4.5 our of 5 as effective eye catching media
Market Share increased from 16% - 33% since they started using our media 4 years ago
Pre and Post Campaign Results:
When you think of advertising for branded hair removing products for women that you have seen anywhere, at shops, supermarket, hypermarket, in magazines or newspapers, on hoardings or on TV - which brands come to your mind?
Veet top of mind awareness jumped from 32% to 68%
Total Ad awareness jumped from 45% to 84%
83% of respondents noticed ad in washrooms compared to 43% who noticed it most recently in Magazines
VEET NAIR GILLETTE
Base: All respondents having seen, heard or read recently about the brand
185 97 102
% % %TV 74 48 62NEWSPAPERS 16 27 27MAGAZINES 43 52 48ROAD SIDE HOARDINGS 5 1 3IN MALL WASHROOM 83 6 1DIRECT MAIL 0 0 0INTERNET 4 0 1OTHERS 0 3 1
Pre and Post Campaign Research:
South Africa and UAE
Testing Effectiveness of Washroom Advertising when it comes to Awareness and Recall
UAE:Where will the FIFA 2014 World Cup be played?
Deira City Centre (400 Interviews 01/06/2010)
Deira City Centre (400 Interviews 01/07/2010)
Magna Media Research SurveyDon't know Brazil Other
0
20
40
60
80
100
120
37.17% 33.22% 29.61%
8%
Which country is hosting the 2014 FIFA World Cup?
25%33%
TLC awareness
Pre awareness Post awareness Difference
Dei
ra C
ity C
entr
e
305 male Questionnaires (Pre 01/06/2010 Post 01/07/2010)
• 83.76% visit washroom each mall visit• 57.14% have bought a product based on samples received
in mall• 72% respondents visit mall at least 5 times per month• 65% respondents visit Hypermarket at least 4 times per
month
Which country is hosting the 2014 FIFA World Cup?
TLC awareness
14.2% 46%60.2%
MIRDIFF CITY CENTRE(No Washroom) 320 respondents
MOE(Flighted Campaign) 314 respondents
DifferenceMAF
Sho
ppin
g Ce
ntre
s
• 91.05% visit washroom each mall visit• 52.9% have bought a product based on
samples/advertisements in mall• 82.7% respondents visit mall at least 5 times per month• 71.2% respondents visit Hypermarket at least 4 times per
month