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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
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.
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.
Research Showcase Lithuania
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
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!)
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.
Research Showcase Netherlands
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
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.
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.
Research Showcase Singapore
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
Location: Singapore, 7 panels
PRODUCT DETAILS
Advertiser: Thong Sia
Brand: Seiko
Strapline: This is Criteria. Me.
RESEARCH DETAILS
Methodology: Post recall via an online
panel maintained by a research company.
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.
Research Showcase UK
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
Location: London, 10 panels
PRODUCT DETAILS
Advertiser: Breitling
Brand: Breitling
Strapline: Instruments for professionals.
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.
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.
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.
Research Showcase USA
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
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.

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