Research

Showcase

LUXURY GOODS

APRIL 2008

Case Studies - Luxury Goods //Click Below //Long-Term Partnership = Impact France, Outdoor Only //Giant Tramcar Ads, Giant Impact Hong Kong, Outdoor & Print //Successful Launch Campaigns Lithuania, Outdoor & Print //Eye-Catching Outdoor Creative Netherlands, Outdoor & Print //Mallscape For More Impact Singapore, Outdoor & Print //Premiere - Quality & Impact UK, Outdoor & Print //Airports - A Haven For Luxury Goods UK, Airport //Airports - Time To Fill, Look & Buy UK, Airport //Mallscape For A Powerful Launch USA, Mixed Media

JCDecaux WorldLink JCDecaux WorldLink

Research Showcase France L U X U RY G O O D S C AT E G O RY

OUTDOOR SALES PROMOTION GOING FROM STRENGTH TO STRENGTH

//Long-Term Partnership = Impact France, Outdoor Only CAMPAIGN DETAILS Country: France Commisoned by: JCDecaux France Activity: Street Furniture Campaign Duration: 1 week PRODUCT DETAILS Advertiser: Calvin Klein Brand: ck one Strap-line: 1 parfum ck = 1 sac ck Media Used: Outdoor Only RESEARCH DETAILS Methodology: A post campaign ad awareness survey conducted via an online panel. Research Audience: 318 adults aged 15-60 years.

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Objective: To publicise Calvin Klein’s 2007 annual summer sales promotion. Campaign details: Since 2004, Calvin Klein has conducted a summer sales promotion where a Calvin Klein branded fashion item (eg. bag or belt) is given away free to anyone who purchases a bottle of ck one. The creative has developed to one where the ck one bottle personifies its young consumer, making the simple visual particularly eye-catching. Results: When shown an unbranded visual of the Calvin Klein advertisement, recognition among the target audience of 15-34 years was higher than the standard for other fragrance campaigns (40% vs standard norm 34%). The spontaneous advertiser and brand recall levels were also above the standard for fragrance campaigns. 30% of all

respondents were able to name either the advertiser or brand compared to the standard level of 15%. Among Calvin Klein’s target audience of the 15-34 age group, this level was 35% which was over twice the norm. Two-thirds of all respondents said they liked the advertisement with an even bigger percentage (71%) of those aged 15-34 agreeing.

Conclusions: With its efficient headline and creative visual, the Calvin Klein promotional campaign achieved great results over a period of 1 week. Strong impact was created among audiences, especially among Calvin Klein’s core target group of 15-34 years. The success of this campaign is the result of Calvin Klein’s long-term commitment to the Outdoor medium as a strategic communication partner. The visual has attained a sophisticated level of creativity and effectiveness that is especially tailored to the Out-of-Home environment.

Questions? Queries? Contact Mabel Chan: +44 (0)20 7298 8160 [email protected]

Research Showcase Hong Kong L U X U RY G O O D S C AT E G O RY

TRAMCAR ADS DELIVER TO HIGH END AUDIENCES IN PRIME BUSINESS & SHOPPING AREA

//Giant Tramcar Ads, Giant Impact Hong Kong, Outdoor & Print CAMPAIGN DETAILS

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Country: Hong Kong Commisoned by: JCDecaux Texon Activity: Tramcars Campaign Duration: 4 weeks Location: HK Island, 6 tramcars

PRODUCT DETAILS Advertiser: LVMH Brand: Marc by Marc Jacobs Strap-line: Marc by Marc Jacobs Media Used: Outdoor & Print

Objective: To maintain brand presence and awareness among upmarket consumers.

RESEARCH DETAILS Methodology: A post campaign ad recall survey conducted via an online panel. Research Audience: 200 adults aged 18-49 years who live, work or shop on Hong Kong Island. Respondents have also to satisfy either a personal income criteria of above €1,750 or household income of above €3,500 per month.

Campaign details: Marc Jacobs chose the tramcars of Hong Kong Island, the busy centre of business and shopping, to target middle and higher income groups. The giant size fully wrapped trams gave the brand substantial exposure with high levels of frequency. Results: Close to half of the respondents were able to recall seeing the Marc Jacobs advertisement when prompted. Recognition levels were highest among the directors/top executive/managerial respondents (60%) and skilled white collar workers (57%).

Overall the majority of respondents (61%) said that tramcar ads attracted their attention. A third of respondents believed that tramcars carry high quality advertising and feature prestigious brands. Conclusions: The survey fully demonstrates that tramcar advertising is not only capable of generating high recall levels, but also delivers unrivalled impact to greatly sought-after audiences such as top executives and high income earners.

Questions? Queries? Contact Mabel Chan: +44 (0)20 7298 8160 [email protected]

Research Showcase Lithuania L U X U RY G O O D S C AT E G O RY

OUTDOOR - A CHOICE LAUNCH MEDIUM FOR LUXURY ADVERTISERS

//Successful Launch Campaigns Lithuania, Outdoor & Print CAMPAIGN DETAILS

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Country: Lithuania Commisoned by: JCDecaux Lithuania Activity: Bus Shelters & City Lights Campaign Duration: 2 weeks Location: Vilnius and other major cities, 50 panels plus the Naomi Campbell campaign (104 panels)

PRODUCT DETAILS Advertisers & Brands: LVMH (Dior Homme), Naomi Campbell (Paradise Passion), Marc O’Polo (Midsummer) & Moschino (Couture!) Media Used: Outdoor & Print

RESEARCH DETAILS Methodology: Face-to-face street intercept using computer-assistedpersonal-interviewing (CAPI). Research Audience: A sample of 1,045 adults aged 15-54 years.

Objective: Launch of 4 new luxury perfumes in Lithuania. Campaign details: The creative for each of the luxury perfume ads was an eye-catching visual utilising high colour contrast and attractive looking models, including supermodel Naomi Campbell posing for her own perfume. The Moschino ad in particular stood out in its artistic symmetry of the model’s hair and arms. Results: Over a 2-week campaign period, all 4 brand-new products achieved average awareness levels of over 30% among respondents. The Dior campaign garnered the highest awareness level (43%) from the age group of 15-34 year olds (compared to its norm of 38%). Both the Naomi and Moschino campaigns achieved positive

results,enjoying higher than average awareness levels among their female target audience. (Naomi - females 42% vs norm 39%; Moschino – females 50% vs norm 39%) The Marc O’Polo poster featured perfumes for both genders as a set. This attracted higherthan-average levels of awareness among those aged 35-54 years (37% vs norm 34%)as well as those of a higher income group (37% vs norm 34%). Conclusions: The post campaign awareness levels achieved for the new perfumes were excellent, particularly since these were new launches with a comparatively short campaign period. The combination of vivid colours with attractive visuals makes for effective Outdoor advertising that delivers great results.

Questions? Queries? Contact Mabel Chan: +44 (0)20 7298 8160 [email protected]

Research Showcase Netherlands L U X U RY G O O D S C AT E G O RY

NEW BRAND LAUNCHES NATIONALLY WITH STRONG RECALL RESULTS

//Eye-Catching Outdoor Creative Netherlands, Outdoor & Print CAMPAIGN DETAILS

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Country: Netherlands Commisoned by: JCDecaux Netherlands Activity: Street Furniture Campaign Duration: 2 weeks Location: National campaign in more than 20 major cities with 1,700 panels

PRODUCT DETAILS Advertiser: L’Oréal Brand: Cacharel (Noa Fleur) Strapline: Noa creates a new eau de toilette with flowers in the heart. Media Used: Outdoor & Magazines

RESEARCH DETAILS Methodology: A pre and post campaign awareness survey was conducted using an online panel. Research Audience: 418 adults aged 16 years and above.

Objective: To create awareness for L’Oréal’s Cacharel Noa Fleur, a brand new perfume to the market. Campaign details: The creative created for Outdoor was different from the one used in magazines – it contained a bigger brand name and a brighter shade of pink, creating a more eye catching visual overall. Results: Spontaneous brand awareness of Noa increased from 12% (pre-campaign level) to 18%. Recognition of the campaign was also high at 77% after the 2 week launch campaign; this is higher than the norm for Dutch campaigns (56%).

The product awareness level also beat the norm - of those who had seen the campaign, 70% were aware that Noa was a perfume, compared to the product norm of 65%. Conclusions: Given that this campaign was a new launch and ran for only a 2-week period, the results for Cacharel Noa Fleur were excellent, above the norms of Dutch campaigns. This is a fine example of the effectiveness of using a creative specifically tailored to the Outdoor medium in a nation-wide launch.

Questions? Queries? Contact Mabel Chan: +44 (0)20 7298 8160 [email protected]

Research Showcase Singapore L U X U RY G O O D S C AT E G O RY

APPEALING VISUALS GENERATE HIGH RECALL LEVELS IN CLUTTER-FREE CAPTIVE ENVIRONMENT

//Mallscapes For More Impact Singapore, Outdoor & Print CAMPAIGN DETAILS

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Country: Singapore Commisoned by: JCDecaux Singapore Activity: Mallscape Campaign Duration: 16 weeks Location: Singapore, 7 panels

PRODUCT DETAILS Advertiser: Thong Sia Brand: Seiko Strapline: This is Criteria. Me. Media Used: Outdoor & Print

RESEARCH DETAILS Methodology: Post recall via an online panel maintained by a research company. Research Audience: 417 adults aged between 15-45 years, who have been to City Hall underground station in the past month.

Objective: To promote the various models of Seiko watches. Campaign details: Seiko advertised in Singapore’s first subterranean mall - Citylink Mall, which contains shops and is also a major walkway linking underground stations with other key shopping malls in the surrounding area. Each of the 7 Mallscape posters contained a large visual of a celebrity, each wearing a different model of a Seiko watch to showcase the brand’s wide range of styles. Results: When shown an unbranded visual, 78% of respondents recognised the Seiko ad. Among these respondents, 37% were able to name the brand correctly when prompted. The ads were considered eye-catching and prominent by

two-thirds of those who could recall the brand. This group of respondents also said they were attracted by the ad’s appealing design (60%) and its position/location (58%). Overall 80% of those who could remember the Seiko brand, thought “the ad is easy to understand” and that Seiko is “as refined and stylish as the celebrity in the ad” (51%).

Conclusions: Excellent results were generated through the successful matching of celebrities with the individual models of Seiko watches and by using prominent locations in the downtown shopping area. The appealing large visuals displayed in a clutter-free environment delivered high levels of both ad and brand recall.

Questions? Queries? Contact Mabel Chan: +44 (0)20 7298 8160 [email protected]

Research Showcase UK L U X U RY G O O D S C AT E G O RY

HIGHER LEVELS OF MEDIA ATTRIBUTION TO PREMIERE THAN PRINT

//Premiere - Quality & Impact UK, Outdoor & Print CAMPAIGN DETAILS

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Country: UK Commisoned by: JCDecaux UK Activity: Premiere Campaign Duration: 2 weeks Location: London, 10 panels

PRODUCT DETAILS Advertiser: Breitling Brand: Breitling Strapline: Instruments for professionals. Media Used: Outdoor & Print

RESEARCH DETAILS Methodology: A pre and post campaign ad recall survey using in-street face-to-face interviews with computerassisted-personal-interviewing (CAPI). Research Audience: 183 upmarket (ABC1) adults aged between

Objective: To deliver maximum impact and communicate the brand values of quality and stature to a traditionally hard-to-reach higher-income target group. Campaign details: JCDecaux’s large, high impact, prime location Première sites were chosen to reinforce the image of the Breiting brand as being impactful and of quality and stature.

16-65 years.

Results: After the 2-week campaign, 60% of the respondents said they had seen the Breitling ad on Outdoor while only 32% claimed to have seen the ad in Print. When asked what they thought of the brand, 46% of those who had seen the Outdoor ad said the brand was “Impressive” and 54% thought Breitling was “Sporty”.

Conclusions: The impact of JCDecaux Première sites is undeniable: Following the 2 week campaign, almost twice as many consumers attributed the ad to Outdoor compaired to Print. Première ads are memorable and impactful due to the size, quality and high traffic locations of these sites. There was a significant increase in the number of respondents identifying Breitling wih the brand values of impressive and sporty. JCDecaux Première sites are excellent at delivering an impactful campaign. The Breitling campaign successfully achieved the campaign objectives of associating Breitling with the brand values of stature and quality.

Questions? Queries? Contact Mabel Chan: +44 (0)20 7298 8160 [email protected]

Research Showcase UK L U X U RY G O O D S C AT E G O RY

AIR PASSENGERS TREAT THEMSELVES & LOVED ONES TO LUXURY GOODS

//Airports - A Haven For Luxury Goods UK, Airport RESEARCH DETAILS Country: UK Commisoned by: JCDecaux Airport UK Objective: To demonstrate that Airports are suitable environments for luxury goods advertising. Methodology: Together with desk research from various sources, a survey was conducted via an online panel. Research Audience: A total of 7,253 air travellers who were UK residents responded to the survey. Case Study Areas: 1. Present the Airport environment as a top shopping venue. 2. Measure Airport passengers’ purchasing patterns. 3. Discover brand ownership of luxury goods and the average amount spent in a year.

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Highlights: According to the Retail Profiler (departing passenger surveys conducted by the British Airports Authority), 68% of travellers who flew through Heathrow shopped at the airport. The same survey also showed that the financial return per retail square foot was 10 times better than for high street stores. The JCDecaux online survey revealed that Airports were the top location for purchasing luxury goods (70%). High street department stores came in 2nd at 60%. Among those who had shopped in Airports before, 6 out of 10 made their decision to shop upon reaching their UK departure airport. Most respondents said that airport shopping was “to treat myself”. The most frequently purchased luxury product was sunglasses (68%), watches (60%), handbags/luggage (40%) and jewellery (30%).

Air travellers also purchased luxury goods as gifts, with birthdays being the top occasion (80%) followed by Christmas (60%) and anniversaries (46%). Respondents placed Airports as the 2nd most appropriate place to advertise luxury goods after magazines. Conclusions: Airports are prime locations for shopping - while waiting to depart, air travellers have purchased luxury goods for themselves and as gifts. They are not afraid to treat themselves or their loved ones. More importantly, air travellers are ready to be influenced at the point-of-sale (ie. upon reaching their UK departure airport). Airports offer an appropriate and first-class environment to advertise luxury goods –air passengers said so and have put their money behind their words.

Questions? Queries? Contact Mabel Chan: +44 (0)20 7298 8160 [email protected]

Research Showcase UK L U X U RY G O O D S C AT E G O RY

AIRPORTS ARE UNIQUE ADVERTISING ENVIRONMENTS FOR LUXURY WATCHES

//Airports - Time To Fill, Look & Buy UK, Airport RESEARCH DETAILS Country: UK Commisoned by: JCDecaux Airport UK Objective: To gain insight into the ownership and purchasing patterns of luxury watches among passengers in the airport and to develop a case for airports to compliment the press-oriented media plans of luxury watch advertisers Methodology: An online panel survey combined with desk research from other sources. Research Audience: 520 air travellers who were UK residents. Case Study Areas: 1. Airport passengers’ views on luxury watches in terms of status, style and image. 2. Airport passengers’ luxury watch ownership and purchasing patterns. 3. The appropriateness of the airport environment for advertising luxury watches. 4. How airports can compliment heavy

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Highlights: The majority (55%) of airport passengers believed luxury watches represent style; over a third (37%) thought of their watch as an extension of their personality. Some statements expressed were:- “A quality timepiece is prestigious and shows a degree of affluence” “My watch expresses my style, time keeping, sex appeal and professionalism” Nearly a third of passengers owned between 3 to 4 watches. The 3 most popular brands in terms of ownership were Tag Heuer, Omega and Rolex.

press-oriented media plans.

86% of passengers believed that the airport is an appropriate place to advertise luxury watches. The key reason stated was the availability of time which gives passengers the chance to browse and spend. 61% stated there was “time to kill” while 41% said there was time to look at watches.

According to TGI Premier (a national survey of media usage, consumer attitudes and lifestyles), the coverage of upscale adults (AB) increases by 27% by adding airport advertising to a campaign in national newspapers. According to the Civil Aviation Authority (CAA), more passengers go on short trips where 52% of these trips were less than or up to 4 days. One-third of international business travellers fly up to 21 times in a year. Therefore airports offer the opportunity for repeat exposure to ad messages within a short period of time.

Conclusions: For an airport passenger, the relationship with their luxury watch is intimate – displaying status, personality and image. The airport environment provides the rare opportunity of time to browse and potentially purchase. Airports compliment press plans by adding extra coverage and the opportunity to gain a larger share of upscale audiences. Passengers are now taking more frequent and short-duration trips, this generates a higher frequency of being exposed to airport advertising.

Questions? Queries? Contact Mabel Chan: +44 (0)20 7298 8160 [email protected]

Research Showcase USA L U X U RY G O O D S C AT E G O RY

MALLSCAPE PERSUADES & CONNECTS WITH TARGET AUDIENCE FOR A SUCCESSFUL BRAND LAUNCH

//Mallscape For A Powerful Launch USA, Mixed Media CAMPAIGN DETAILS Country: USA Commisoned by: JCDecaux USA Activity: Mallscape & Street Furniture Campaign Duration: 4 weeks Location: 2 malls in each city: Boston, Chicago and New York

PRODUCT DETAILS Advertiser: Estee Lauder Brand: beyond paradise Strapline : The new fantasy in fragrance. Media Used: Outdoor, Cable, TV, Print, Radio & Cinema

RESEARCH DETAILS Methodology: Face-to-face interviews in the malls 2-3 weeks after the campaign started. Research Audience: A quota sample based on age among 600 females aged between 18-34 years who used fragrances and had visited the mall within the past month.

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Objective: To launch Estee Lauder’s new fragrance targeting younger consumers and maximise awareness prior to the purchase cycle. Campaign details: In order to attract a younger consumer, a multi-media strategy utilising non-traditional, younger skewing media was executed. The entire Estee Lauder campaign took place over 3 months, beginning with national print and followed by Outdoor and other media. The OOH campaign took place in Boston and Chicago over a period of 4 weeks and New York for 2 weeks. Results: The American fragrance market is saturated with brands and therefore highly competitive. Nonetheless the Estee Lauder Company scored 3rd highest Top of Mind (TOM) for company awareness at 13%. Despite there being more than 130 brands spontaneously mentioned, total brand awareness of “beyond paradise” was impressive at 13% among all women, placing the newly launched brand within the Top 15.

The attribution of the “beyond paradise” ad to Outdoor was excellent: one-fifth of all women said they had seen Mallscape advertising for the brand. This connection was highest among Estee Lauder’s targeted younger audience of 18-20 year olds, at 23% (which was even higher than for TV at 21%). Almost 60% of the 18-20 year-olds agreed that Mallscape advertising would be effective in getting them to try the brand. Two-thirds of all women said they were likely to buy or ask for “beyond paradise” as a gift. Conclusions: This study clearly demonstrates the strength of the Mallscape medium; the campaign was very successful in connecting with the target audience. Excellent brand awareness levels were achieved in a highly saturated market, placing “beyond paradise” within the Top 15 out of 130+ spontaneously mentioned. The female audience was receptive to Mallscape advertising, with the majority saying they had seen the ad in the Malls. The intention to trial and likelihood of buying the product was positively expressed by the majority of the target audience, demonstrating the persuasive effectiveness of the medium.

Questions? Queries? Contact Mabel Chan: +44 (0)20 7298 8160 [email protected]