vw广告监测报告

Volkswagen ATP

Monthly Flash Report For September2011

Provided by Volkswagen Brand Marketing and prepared by MillwardBrown

issued in October 2011

Contents

Part 1: Research Background Methodology Timeline Part 2: Ad Diagnostics

Executive Summary

TVC and print diagnostics

Part 3: Individual Ad Diagnostics Individual Ad Diagnostics

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Research Background - MethodologyWHERE: Beijing, Shanghai, Guangzhou, Hangzhou, Shenyang, Shenzhen, Chengdu,Xi’an, Xiamen, Jinan, Tianjin, Dalian, Zhengzhou, Taiyuan& Changchun WHO: Car owners (65%)& Intenders (35%) Of which 80% Male, 20% Female Aged 22 - 50

HOW: CAPI interview of approximate 40 minutes Continuous tracking sample size n=800 per month

Monthly AO A/A+ * A-SUV B TOTAL 200 300 100 200 800

Quarterly 600 900 300 600 2400

* Any MPV model ads will be incorporated into A/A+ segment to test.3

Research Background - TimelineThis monthly report summarizes the information collected in September 2011. 2011 ActivitiesAds collection Fieldwork Data Processing Reporting Delivery

June

July

August

September

October

Face to face interview

Mid October

Contents

Part 1: Research Background Methodology Timeline

Part 2: Ad Diagnostics Executive Summary

TVC and print diagnostics

Part 3: Individual Ad Diagnostics Individual Ad Diagnostics

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Management SummaryTVC

A0Aveo (30’)

The Aveo TVC did excellently on“Engagement” and“Enjoyment”, and well on“Activation” and“CPI”. Scenes of car racing were highly engaging to the viewers, the highlight of the ad, which delivered the strong power and good handling capability of the vehicle. The upbeat music matched with the tone of the ad. In addition, the actress was considered to be good-looking and cool. The Peugeot 408 TVC did excellently on“Enjoyment”, and other KPIs were on average. The family creative was enjoyed by most of the viewers, and showcased the family car positioning of the model. However, such creative has been used many times before by other models, therefore, rendered the ad creatively ordinary. In addition, the ad did not showcase the uniqueness of Peugeot 408 from others.

A/A+Peugeot 408 (15’)

Management SummaryTVC

Magotan (15’)

B

The Magotan TVC did excellently on“Engagement”,“Enjoyment”,“Activation” and“CPI”. Compare with the previous teaser ad, this ad had a clear and complete storyline, which was interesting and attractive. The twist in the end was thought to be especially unique. Furthermore, viewers also liked the many appealing features showcased in the ad., such as, comfortable interior, headlights, powerful driving performance, etc. The Regal TVC did averagely on most KPIs, except for a poor“Recognition”. The red color of the vehicle was eye-catching and impressive. However, the fast-changing scenes and the abstract voiceover caus

ed confusion among viewers. In addition, due to the short length, the ad did not have sufficient information about the model to offer to the viewers.

Regal (15’)

Management SummaryPrint

A0

New Polo

The New Polo print performed excellently on“Product brand linkage”,“Engagement” and“Relevance”, and well on“CPI”. The four young men drew most viewers’ attention, and successfully delivered the emotional message of passion and the functional message of strong power of the vehicle. Moreover, the background and the color scheme of the ad were in harmony, and were considered to be clean and fresh. The MG3 (1) print performed averagely on most KPIs, except for a poor“Recognition”. The headline was creative, fashionable and delivered the spacious message to the viewers well. However, with the wordy headline and many other creative elements, the ad was way too complicated and messy to be visually appealing to the viewers.

MG 3 (1)

Management SummaryPrint

A/A+

Roewe 550

The Roewe 550 print performed excellent on“Engagement”,“Distinctiveness” and“Activation”, and averagely on other KPIs. The overall tone of the ad was considered to be cool and modern. The blue color of the vehicle and the stylish character were particularly standing out to the viewers. On the downside, the ad was slightly too busy and the character was not integrated well into the ad. The Excelle print performed poorly on“Recognition”,“Engagement” and“Distinctiveness”, and weakly on“Activation”. Although the new launch message was delivered to the viewers, the dull and old color scheme of the ad was not appealing. In addition, some consumers had difficulty in understanding the purpose of tennis creative, which did not seem to have connection to the car.

Excelle

Management SummaryPrint

CR-V

The CR-V print performed averagely on all KPIs. The premium image of the model was demonstrated by the elegant background, which came through to some viewers. However, the color of the vehicle was not liked and became a hindrance of the ad. Moreover, the reflection creative was not easy to look at and diluted what the ad intended to communicate. The Qashqai print received average score on all KPIs. Viewers liked the exterior look of the model and appreciated being able to see both the front and the back of the vehicle. The new launch information was communicated well through the straightforward headline. However, the monotone grey color scheme and the plain creative idea led to the average performance of the ad.

A-SUV

Qashqai

Management SummaryPrint

B

Magotan

The Magotan print performed excellent on“Product brand linkage”,“Engagement” and“Activation”, and averagely on other KPIs. The ad successfully showcased the luxurious image of the car model through the eye-catching model shot and the sophisticated background creative. In addition, the simple and straightforward creative also strengthen

ed the delivery of the new launch message to the consumers. The LaCrosse print performed averagely on most KPIs, except for weak“Recognition” and“Product brand linkage”. The key functional benefits of the model were well communicated to the viewers. However, some consumers had understanding issue of the key creative. In addition, the car shot was too small to be seen.

LaCrosse

Adverts evaluated in September 2011A0Aveo (30’)

TVCJuly 2011

New Polo

Fabia

Aveo

Aug 2011

July 2011

Aug 2011

Print

MG3 (2) MG3 (1)

July 2011 July 2011

Adverts evaluated in September 2011A/A+Peugeot 408 (15’)

TVCJuly 2011

City

Tiida

Excelle

Print

July 2011

July 2011

July 2011

Cruze

Roewe 550

July 2011

July 2011

Adverts evaluated in September 2011A-SUV

Qashqai CR-V

PrintJuly 2011 July 201114

Adverts evaluated in September 2011BMagotan (60’) Regal (15’)

TVCJuly 2011 July 2011

Magotan

Camry

Print

Aug 2011

July 2011

LaCrosse

K5

July 2011

July 2011

Benchmarking with Industry Norms The key performance indicators are compared with the ATP ad diagnostic database norms.Significantly above norm

The results are visualized by single traffic lights.

Upper average, average, lower average Significantly lower than normSig. above/below tested at 90% significance level Upper/lower average tested at 80% significance level

These norms are the cumulative averages of all adverts (more than 1000 TVC and print ads) tested in ATP since 2005 Q4.Segment Till 2011 R4 A0 199 A/A+ 279 A-SUV 65 B 236 FBU 236 MPV 11 Total 1026

TVC KPI OverviewA0Significantly above norm Upper Average Average Lower Average Significantly lower than norm Recognition Product Brand Linkage Engagement Enjoyment Relevance Activation Creative Power Index

A0

Aveo

TVC KPI OverviewA/A+Significantly above norm Upper Average Average Lower Average Significantly lower than norm Recognition Product Brand Linkage Engagement Enjoyment Relevance Activation Creative Power Index

A/A+

Peugeot 408

TVC KPI OverviewBSignificantly above norm Upper Average Average Lower Average Significantly lower than norm Recognition Product Brand Linkage Engagement Enjoyment Relevance Activation Creative Power Index

B

Magotan

Regal

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