Project Proximity
Contact Insight
Saskia Philip
Snr Audience Research Executive
0207 478 2292
saskia.philp@clearchannel.co.uk
Samsung has been taking advantage of long term holdings for the last two years using hand-selected 6-sheets within 100 metres proximity to key mobile phone retailers across the UK. Owning these select sites has allowed Samsung to continually shout about their latest handsets to a relevant ‘in market’ audience through copy rotation every two to four weeks.
What did we want to investigate?
Instinctively, long term proximity holdings make sense, but Samsung wanted evidence that they do in fact drive footfall, consideration and purchasing amongst their target audience.
The research objectives were to test the following campaign effects:
- Long-term: building awareness and positive brand associations
- Mid-term: generating interest and store visits
- Short-term: driving enquiries and sales in store
How did we do it?
We commissioned face-to-face interviews with QMedia Research to see whether the activity had influenced the above factors.
The research targeted people at mobile phone store exits and high streets adjacent to mobile phone stores. As well as testing how the long term holding had worked overall, the research focussed on a particular Samsung handset (the B3310) that had no additional advertising support at the time.
For more information please contact research@clearchannel.co.uk
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Wed, 16 May 2012 08:55:02 +0000