1 / 21

Cadbury and Minute To Win It Results

Cadbury and Minute To Win It Results. Nearly 4 in 10 people have heard of MTWI (Very similar amongst 16-24s). All adults. 16-24s. Heard of MTWI(37%). Heard of MTWI (40%). Base - All Adults (1266), 16-24s (1023) Q1. Have you ever heard of Minute to Win It?.

ernie
Télécharger la présentation

Cadbury and Minute To Win It Results

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Cadbury and Minute To Win It Results

  2. Nearly 4 in 10 people have heard of MTWI (Very similar amongst 16-24s) All adults 16-24s Heard of MTWI(37%) Heard of MTWI (40%) Base - All Adults (1266), 16-24s (1023) Q1. Have you ever heard of Minute to Win It?

  3. 3 in 10 16-24s watched or got involved with MTWI and associated activity; 1 in 6 ‘last week’ All adults 16-24s Heard of MTWI(37%) Heard of MTWI (40%) Ever watched or got involved (30%) Ever watched or got involved (21%) Last week watched or got involved (11%) Last week watched or got involved (17%) Base - All Adults (1266), 16-24s (1023) Q1. Have you ever heard of Minute to Win It?/ Q1a - And have you ever watched Minute to Win It?/Q1c - Have you ever got involved with Minute to Win It, in any other way?/ q6 - Have you seen, heard, read, or spoken about or played games relating to Minute To Win It or Cadbury Spots v Stripes within the past week? /Q1b. And when was the last time you watched Minute to Win It?

  4. Engagement via non-TV touchpoints is higher amongst 16-24s, particularly 16-19s % Encountered any MTWI touchpoints (except TV show) in past week All adults 16-24s 16-19s 20-24s Base - All Adults (1266), 16-24s (1023), 16-19s (360), 20-24s (513) Q7. And how many times did you do each of the following within the past week?

  5. 1 in 10 16-24s talked about it… = Over half of those who engaged with anytouchpoints

  6. And nearly 1 in 10 of them played a game (mobile, online or physically)

  7. Among viewers of the show, 4 in 10 also engaged with MTWI / Spots v Stripes through other touchpoints

  8. Half of 16-24s who had heard of MTWI knew that Spots v Stripes was the sponsor Awareness of MTWI sponsor –amongst those aware of MTWI Base – Aware of MTWI. All adults (782), 16-24s (412) Q1D. Which company sponsors Minute To Win It? Q1E. Just to check, which one of the following brands do you think sponsors Minute To Win It?

  9. 2 in 3 of those aware of the sponsor felt there was good brand fit between Spots v Stripes and MTWI Fit of MTWI and Spots vs Stripes – amongst those aware of the sponsorship Strongly agree/agree ‘Fit’ 65% 64% Base - Aware of sponsorship and watched programme: All Adults (125), 16-24s (149) P2. Earlier you said that Cadbury Spots v Stripes sponsored Minute To Win It. Here are some things people have said about the relationship between Spots v Stripes and Minute To Win It. Please tell us how much you agree or disagree (5 point scale)

  10. Half of adults who were aware of the sponsorship agreed the partnership was ‘different from anything I’ve seen before’ The way that Spots v Stripes is involved in MTWI is different from anything I’ve seen before Strongly agree/agree 50% 42% Base - Aware of sponsorship and watched programme: All Adults (125), 16-24s (149) P2. Earlier you said that Cadbury Spots v Stripes sponsored Minute To Win It. Here are some things people have said about the relationship between Spots v Stripes and Minute To Win It. Please tell us how much you agree or disagree (5 point scale)

  11. MTWI viewers are also significantly more aware of Cadbury’s sponsorship of the Olympics than non viewers Awareness of Cadbury’s sponsorship of the Olympics – MTWI viewers vs non All Adults 16-24s MTWI viewers Non viewers Base - All Adults (1266), 16-24s (1023) , MTWI viewers (258), non viewers (524) C1.Before today, did you know that Cadbury was an official sponsor of the 2012 Olympic games?

  12. Based on recall alone, KTGBP was more effective than MTWI All adults 39% recall any activity 17% recall only KTGBP 7% recall only SvS 15% recall both Total Spots v Stripes 22% Total KTGBP 32% Base – All adults (1,266)

  13. Particularly amongst 16-24s 16-24s 62% recall any activity 26% recall only KTGBP 9% recall only SvS 27% recall both Total Spots v Stripes 36% Total KTGBP 53% Base – 16-24s (1,203)

  14. People who recall both campaigns are more likely to have a high opinion of Cadbury Cadbury brand affinity – Very high or high opinion of Cadbury (All adults) Recall S v S / MTWI campaign – aware of the sponsorship, recognised TV idents or engaged with S v S or MTWI in the last week Recall KTGBP campaign – remembered or recognised TV ad or heard of the website Base – Reached by Olympics campaign and - Reached by Spots v Stripes only (32 –low base), reached by KTGB pumped only (220), reached by both (184), reached by neither (100) C6. Overall, how do you feel about Cadbury? Please answer on the following scale, where 5 means you have a very high opinion of Cadbury, and 1 means you have a very low opinion of Cadbury.

  15. Both campaigns help make people feel that ‘Cadbury is a fun brand’, which marries with the spirit of the Olympics Agreement with statement – Cadbury is a fun brand (All adults) Recall S v S / MTWI campaign – aware of the sponsorship, recognised TV idents or engaged with S v S or MTWI in the last week Recall KTGBP campaign – remembered or recognised TV ad or heard of the website Base – Reached by Olympics campaign and - Reached by Spots v Stripes only (32 –low base), reached by KTGB pumped only (220), reached by both (184), reached by neither (100 ) C8. And thinking specifically about Cadbury Dairy Milk, how likely are you to buy it? 5 point scale

  16. People who recall the campaigns are more likely to claim they are likely to buy Cadbury Purchase intention (Cadbury) – very likely or likely to buy (All adults) Recall S v S / MTWI campaign – aware of the sponsorship, recognised TV idents or engaged with S v S or MTWI in the last week Recall KTGBP campaign – remembered or recognised TV ad or heard of the website Base (Omnibus) – Reached by Spots v Stripes only (435), reached by KTGB pumped only (285), reached by both (217), reached by neither (586) C7. Overall, how likely are you to buy Cadbury products generally? 5 point scale

  17. People who recall the campaigns are more likely to claim they are likely to buy Cadbury Dairy Milk Purchase intention (Cadbury Dairy Milk) – very likely or likely to buy (All adults) Recall S v S / MTWI campaign – aware of the sponsorship, recognised TV idents or engaged with S v S or MTWI in the last week Recall KTGBP campaign – remembered or recognised TV ad or heard of the website Base (Omnibus) – Reached by Spots v Stripes only (435), reached by KTGB pumped only (285), reached by both (217), reached by neither (586) C8. And thinking specifically about Cadbury Dairy Milk, how likely are you to buy it? 5 point scale

  18. 43% of 16-24s were aware of Cadbury as an Olympic sponsor Significantly lower amongst all adults = 29% Base – All Adults (1,266), 16-24s (1,023) C1.Before today, did you know that Cadbury was an official sponsor of the 2012 Olympic games?

  19. Cumulatively, 7 in 10 16-24s were aware of at least one element of the Cadbury Olympic activity 16-24s Total KTGBP 53% • 70% recall any activity (49% amongst all adults) 14% recall KTGBP only 10% recall S v S or KTGBP 13% recall KTGBP or Olympics 17% recall the three 8% recall Olympics only 5% recall S v S only 3% recall S v S or Olympics Total Olympic sponsorship 43% Total Spots v Stripes 36%

  20. Overall, KTGBP has been the most effective of the two campaigns in driving awareness of Cadbury’s Olympics Sponsorship Base: all adults 65% 46% 35% Aware of Cadbury as Olympic sponsor before today? 28% Base – All Adults (1,266), adults reached by S v S only (91), reached by KTGBP only (221), reached by both (185) C1.Before today, did you know that Cadbury was an official sponsor of the 2012 Olympic games?

  21. This is partly due to its clearer link with the Games. People struggled to understand the link between MTWI and the Olympics American Unhealthy British Big player Fun Teams Individuals Games Healthy lifestyle Being silly Healthy competition Serious dedication Sport

More Related