Coca Cola Light Lemon CrossMedia Research

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Coca Cola Light Lemon CrossMedia Research
MSN Spain
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Methodology
Along with each one of the followed steps
throughout the advertising campaign designed by
the brand, an online survey has been carried out
in order to learn about the campaign efficiency.
Furthermore, such online survey was implemented
also before and after the campaign. The people
who answered the survey were identified by
cookies and organised by demographic and social
variables that helped to find out the
probabilities they had of being hit by the
campaign in any other media. We used such
information to create 4 different groups
CONTROL G.
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Methodology
Along with each one of the followed steps
throughout the advertising campaign designed by
the brand, an online survey has been carried out
in order to learn about the campaign efficiency.
Furthermore, such online survey was implemented
also before and after the campaign. The people
who answered the survey were identified by
cookies and organised by demographic and social
variables that helped to find out the
probabilities they had of being hit by the
campaign in any other media. We used such
information to create 4 different groups
INTERNET G.
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Methodology
Along with each one of the followed steps
throughout the advertising campaign designed by
the brand, an online survey has been carried out
in order to learn about the campaign efficiency.
Furthermore, such online survey was implemented
also before and after the campaign. The people
who answered the survey were identified by
cookies and organised by demographic and social
variables that helped to find out the
probabilities they had of being hit by the
campaign in any other media. We used such
information to create 4 different groups
OFF LINE G.
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Methodology
Along with each one of the followed steps
throughout the advertising campaign designed by
the brand, an online survey has been carried out
in order to learn about the campaign efficiency.
Furthermore, such online survey was implemented
also before and after the campaign. The people
who answered the survey were identified by
cookies and organised by demographic and social
variables that helped to find out the
probabilities they had of being hit by the
campaign in any other media. We used such
information to create 4 different groups
MULTI-MEDIA G.
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Project Development
The initial situation
12th 19th June
CONTROL Group

• COMPARATIVE PROCEDURE

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Project Development
18th June 2003
The Beginning of the Online Campaign
INTERNET
20th 24th June
INTERNET Group
HIT BY THE ONLINE CAMPAIGN
MEDIA
People who answered the survey and who were
identified by COOKIES as users hit by the online
campaign.
14 of total amount of impressions and 24 of
clicks.
PRODUCT placed in Stores
Possible PRODUCT awareness
. Scarcely 5 days of exposure on the INTERNET

• Highly useful in order to analyse the ONLINE
  CHANNEL performance

• Relative evaluation of POTENTIALITY

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The Internet Contribution
After the Online Campaign
AWARENESS Coca-Cola as a brand that offers
Beverages with Lemon
Proper Connection between the campaign CLAIM and
Coca Cola Light with Lemon
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Project Development
12th June, 2003
The Beginning of the Research
18th June, 2003
The Beginning of the Online Campaign
25th June, 2003
The Beginning of the Multi-media Campaign
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Project Development
18th June, 2003
The Beginning of the Online Campaign
25th June, 2003
The Beginning of the Multi-media Campaign
MULTI-MEDIA Group
25th Jun 18th Aug
PRODUCT placed in Stores
Possible PRODUCT awareness
. Multi-media Campaign length 2 months.

• GLOBAL results measured by the online research.

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Total Contribution of the Campaign(Off On line)
After the Multi-media Campaign INCLUDING the
Internet
AWARENESS Coca-Cola as a brand that offers
Beverages with Lemon
Proper Connection between the campaign CLAIM and
Coca Cola Light with Lemon
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Contribution by Media
Furthermore,
Each online impact achieves a greater recall than
any other medias. The unaided recall is built
faster
Only 1 OTS was needed in order to achieve 45 of
unaided brand awareness!
To achieve the same results in Off Line Media, 3
OTS are required.
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Cross Media Analysis The Internet Contribution
to Off Line Media
UNAIDED AWARENESS of Coca Cola as a brand that
offers beverages with lemon raises 2 when the
media planning includes the internet as
advertising channel.
Off line INTERNET
Just Off line (TV Print Media)
Off line INTERNET
PROPER CONNECTION between the campaign claim and
Coca Cola Light with Lemon raises 2 when the
media planning includes the internet as
advertising channel.
Just Off line (TV Print Media)
BUYING INTENTIONS raise 6.3 points when the media
planning includes the internet as advertising
channel.
Off line INTERNET
Just Off line (TV Print Media)
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Cross Media Analysis The Internet Contribution
From 3rd to 6th October ...
UNAIDED BRAND AWARENESS
Integrating the Internet as an advertising
channel within the multi-media campaign has
fostered a 5 increase in unaided brand awareness
in the medium term.
One month later...
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Cross Media Analysis Cost of Advertising
Print Media
Investment per Media
AWARENESS Coca-Cola as a brand that offers
Beverages with Lemon
Internet
TV
The Internet is 20 times cheaper!
Proper Connection between the campaign CLAIM and
Coca Cola Light with Lemon
The internet is 40 times cheaper!
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Conclusions
- The Internet improves the main indicators for
non-exposure to advertising audiences.
Cross Media Including the Internet in the Media
Planning
- From 2 to 13 increases in AWARENESS AND
BEHAVIOUR indicators.
And Also...
- Not only each online impact achieves a greater
recall than any media. The unaided recall is
built faster...
- But also, in the medium term, brand awareness
remains longer if the media planning includes the
internet as an advertising channel.