sims 3 pets october 2011. key campaign information environment/panels key campaign objectives other...
TRANSCRIPT
Sims 3 Pets
October 2011
Key Campaign information
Environment/Panels Key Campaign Objectives
Other Media
350 Mall 6 Sheets
Boost awareness of the new Sims 3 Pets games and drive engagement with the brand
Drive usage and consideration of both the Sims 3 and Sims 3 Pets
Create consumer interest
26%
20%
49% 48%
33%
0% 0%
33%29%
47% 48%
36%
10% 10%
Sims 3 Sims 3 Pets COD ModernWarfare 3
Gears of War 3 AC Revelations Legend of Zelda Animal Crossing
Pre Wave Post Wave
Spontaneous Brand / Title AwarenessThe mall campaign drove top of mind awareness of both
Sims 3 and Sims 3 Pets
Source: Dipsticks Sims 3 Mall Research 2011Q23 Please list all of the recent and upcoming video game releases you can think of.
+66%Poster
Recognisers
+61%Poster
Recognisers
18%15%
43% 43%
29%
3% 4%
30%27%
39%
43%
34%
6%8%
Sims 3 Sims 3 Pets COD ModernWarfare 3
Gears of War 3 AC Revelations Legend of Zelda Animal Crossing
Pre Wave Post Wave
Source: Dipsticks Sims 3 Mall Research 2011
Q24 And please list all of the recent and upcoming video game releases which you have seen advertising for recently.
Spontaneous Advertising AwarenessThe campaign proved noticeable amongst the target
audience
+63%Poster
Recognisers
+60%Poster
Recognisers
Malls key at driving increase in advertising awareness
53%
41%
28%
10%
1% 1%
59%
54%
63%
11%8%
5%
Internet Television Small poster in a shoppingmall
Magazine Newspaper Radio
Pre Wave Post Wave
+125%
Source: Dipsticks Sims 3 Mall Research 2011
Q27. You indicated that you have seen or heard advertising for the following video games recently (Sims 3 Pets); in which of the following places did you see this advertising?
The campaign drove pre-orders of Sims 3 Pets
7% 7% 7%
13%
35%
7%
24%
43%
14%
All Respondents Sims 3 Players Non Sims 3 Players
Pre Wave Post Wave Post Mall Recognisers
Source: Dipsticks Sims 3 Mall Research 2011Q31. Which out of the following video games have you ordered or do you intend to pre order online?
55% 55%63% 66%
62% 63%67%
73%
52%
67%
It is different to othervideo games
It is a video game forpeople like me
It is a video game forall ages
It is a video game I canplay at any time
It is a video game I canplay over and over
Pre Wave Post Wave
The campaign worked to drive key statements for the Sims 3 portfolio
Q32 Using a scale of 0 – 10, where 0 is ‘not at all accurate’ and 10 is ‘very accurate’ how accurately do each of these statements describe Sims 3 / Sims 3 Unleashed/Pets?Source: Dipsticks Sims 3 Mall Research 2011
Summary
• Significant shifts in awareness with Malls highest attributed media
• Indication that campaign has worked to drive players to the Sims brand & future purchase intent for Sims 3 Pets
• The campaign also worked at strengthening perceptions of the Sims 3 brand
Want to find out more?
Contact the JC Decaux research team to find out how the campaign performed across other metrics including creative diagnostics and more about our mall audience