Showcase. Research. Reach Top Income Earners //Australia, Outdoor Solus. Outdoor Solus Success //Denmark, Outdoor Solus

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1 Research Showcase MARCH 2007 Reach Top Income Earners //Australia, Outdoor Solus Outdoor Solus Success //Denmark, Outdoor Solus Click the titles on the left to navigate... //This issue of Research Showcase features Outdoor ad effectiveness studies within the Entertainment category from around the world. Reach Drivers & Pedestrains //Latvia, Outdoor Solus Achieve High Impact //Finland, Outdoor & TV The Persuasive Ability of Outdoor //Italy, Outdoor & TV Effective Communication //Netherlands, Outdoor & Radio Awareness Within a Week //Netherlands, Outdoor & Print Engage Your Audience //Hong Kong, Mixed Media

2 Research Showcase Australia BRAND RECOGNITION ROSE DRAMATICALLY IN THIS CAMPAIGN, CLEARLY SHOWING THAT OUTDOOR WORKS AS A SOLUS MEDIUM. //Reach Top Income Earners Australia, Outdoor Solus Country: Australia Commisoned by: JCDecaux Australia Activity: Street Furniture Campaign Duration: 1 week Location: Sydney & Melbourne with 180 City Light panels Australia Financial Review Campaign creatives Advertiser: Fairfax Brand: Australia Financial Review Strap-lines: Mine your own business / Profit Prophet / Trump Trump Media Used: Outdoor only Methodology: Post campaign recall with face-to-face interviews. Questions relating to spontaneous awareness, brand recognition and association. Research Audience: A sample of 303 adults aged 25-49yrs. To measure awareness of the Australia Financial Review among the target audience through a solus Outdoor campaign. The paper had not advertised on any other medium. The creatives consisted of clever straplines that would appeal to the target audience and were in line with the nature of the paper. These were used on newsstand kiosks in order to reach the target audience by creating a top-of-mind easy buy approach. The creative was also a finalist for Australia s 2005 Outdoor, Noticeable, Effective or ONE awards which were designed to raise the profile and standard of outdoor advertising in the country. 51% of the respondents recognised the ad when shown an image of the creative. A high 80% said they have not seen the ad elsewhere and brand association was high at 72%. The creative idea was well liked: 31% of top income earners (A$70k+) said the ad appealed to them; more than half of the mid income group (A$45-54k) responded likewise. The campaign clearly demonstrated that Outdoor works as a solus medium with more than half of the respondents recognising the brand in a one-week period. Where relevant and well executed, Outdoor is also effective in reaching traditional hard-to-reach target groups such as top income earners.

3 Research Showcase Denmark OUTDOOR AS A SOLUS MEDIUM ACHIEVES IMPRESSIVE BRAND RECALL SCORES IN THIS FUN, WELL THOUGHT-OUT CAMPAIGN //Outdoor Solus Success Denmark, Outdoor Solus Country: Denmark Comissioned by: AFADecaux Activity: Street Furniture & Transport Campaign Duration: 10 weeks Location: 4 major regions: 877 street furniture panels, 337 bus backs and 100 Eurosize panels Advertiser: TALPA Brand: Radio 100 Strap-lines: Song lyrics that accompany the radio presenters impersonations of Danish music artists. Media: Outdoor only Methodology: CAWI (computer assisted web interviewing) took place in the 2nd week of the campaign aswell as afterwards. Questions included unbranded recall, brand recognition and opinions on the creative. Research Audience: A sample of 1,045 adults aged years. To communicate the message that Radio 100 is 100% good music, 100% good fun In order to convey the message that the station is a fun-loving one, the presenters of Radio 100 s breakfast show impersonated well known pop artists such as Janet Jackson, Michael Jackson, Tina Turner, Prince and several famous Danish artists in various poses. Outdoor was the only main medium used. Unbranded recall registered a high 67% among all adults. Recognition was high among the younger age group of years where it rose from an initial 73% in the 2nd week to a staggering 94% in the week after the end of the campaign. Radio 100 Campaign Bus panel Half of all adults and 60% of the age group felt that the creative was aimed at them. Therefore it was no surprise that two-thirds of adult respondents (67%) liked the campaign; it was even more popular with the year-olds (80% said they liked it). The 100% fun campaign demonstrated that a well thought-out creative is able to generate high levels of recognition and relevance. The high recall and brand recognition scores proved that Outdoor produces impressive results as a stand-alone medium, without any support from other media.

4 Research Showcase Latvia OUTDOOR WAS A SOLUS SUCCESS AT EFFECTIVELY REACHING OUT TO BOTH DRIVERS AND PEDESTRIANS WITHIN THIS CAMPAIGN //Reach Drivers & Pedestrians Latvia, Outdoor Solus Country: Latvia Comissioned by: JCDecaux Latvia Activity: Bus Shelters and MUPIs Campaign Duration: 4 weeks Location: Riga with 200 panels 5 Min Newspaper Campaign MUPI Panel Advertiser: Diena Brand: 5 Min Newspaper Strap-line: Give 5 Min to people, Quality & Free, Only the most important information, See it & Grab it Media Used: Outdoor only Methodology: Post campaign awareness research using face-to-face street interviews. Research Audience: A sample of 269 adults aged years. To advertise the launch of the new free newspaper 5 Min that was to be distributed at different points around the city, mainly in public transportation areas. Campaign Details: Copies of a stop watch clearly displaying the brand 5 Min were used. Strap lines took up more than two-thirds of the creative. Although the paper s primary target was pedestrians due to its distribution points in public transportation areas, ad awareness among male drivers was even higher than the average score. This campaign demonstrates that Outdoor effectively reaches out to both drivers and pedestrians alike. Overall awareness among all target audiences was a high 64%, this was particularly so with younger females aged years of whom 68% has seen the ad. A higher proportion of male drivers (66%) registered awareness than female drivers (62%)

5 Research Showcase Finland THIS CAMPAIGN DEMONSTRATES HOW OUTDOOR CAN GENERATE A HIGH LEVEL OF RECOGNITION WITHIN A SHORT PERIOD OF TIME //Achieve High Impact Finland, Outdoor & TV Country: Finland Comissioned by: JCDecaux Finland Activity: Street Furniture (columns) Campaign Duration: 2 weeks Location: 10 cities with 681 panels Advertiser: MTV3 Brand: A programme called Tanssii tähtien kanssa (Dances with Stars) Strap-lines: Dances with Stars Media: Outdoor & TV Methodology: Post campaign research, face-to-face interviews using CAPI (computer assisted personal interviewing). Questions included spontaneous awareness and opinions on creative design. Research Audience: A sample of 263 adults aged 25-54yrs To arouse interest and increase awareness of the new programme, as well as to create the impression of a high quality TV offering, about to debut on MTV3. The creatives featured well-known Finnish figures in dancing poses from various movies such as Dirty Dancing and Beauty and the Beast. These celebrities came from all industries and would be participating in the live dance competition programme together with their professional dance teachers. The campaign also ran on other media such as TV, Print, Radio and the Internet Positive results were achieved where aided recognition was far higher than JCDecaux Finland s research databank of average scores for the Radio/ TV programmes category. Dances With Stars Campaign Column The research showed that 73% of all adults recognised the ad, far out-stripping the category average of 43%. While females scored better than men at 78%, the age group of years was top of the table with an 85% recognition score. The creative design was well received with over two thirds (68%) of all adults agreeing that it was Suitable for the advertiser. Close to 70% also felt the creative was eyecatching and over half (56%) of the adults believed the creative Puts people in a good mood As Dances with Stars was a completely new programme, it did not have the advantage of a built-up loyalty following. This campaign demonstrated that with a quality creative, Outdoor is the preferred medium able to generate high levels of recognition within a 2-week period.

6 Research Showcase Italy HERE OUTDOOR SUCCESSFULLY GENERATES A DESIRE WITHIN THE TARGET GROUP TO RESPOND TO THE CREATIVE //The Persuasive Ability of Outdoor Italy, Outdoor & TV Country: Italy Comissioned by: IGPDecaux Activity: Street Furniture, Large Format, Telephone Boxes and Transport Campaign Duration: 4 weeks Location: 6 major provincial cities with 4,993 panels Radio 101 Campaign Street Furniture Panel Advertiser: Monradio Brand: Radio 101 Strap-lines: There is only one radio station that really wakes you up Media: Outdoor & TV Methodology: CAPI (computer assisted personal interviewing) research was conducted during the campaign period. Questions included unaided recall, call-to-action as well as opinions on creative design. Research Audience: An evenly split sample of 914 adults across 4 weeks To raise awareness of the radio station within the general public. The copy consisted of a visual with the strapline and radio station logo in contrasting colours. Different manipulations were executed to suit different formats. The campaign also ran on TV and national papers. Over the 4-week period, an average of 50% of past 7-day radio listeners is able to recall seeing the ad when prompted with an unbranded creative. A third of this group was also able to attribute the brand correctly in the same period. In terms of campaign effectiveness, over 60% of the radio listeners said they want to listen to the radio station and this percentage rose to over two-thirds during the last week of the campaign. 85% of all respondents said they liked the campaign. Contrasting colours and big font sizes both contribute to a powerful visual. The combination of this with clever changes to suit different formats generated very positive recall scores and feedback. The campaign also impacted enough to create in the target group a desire to tune into the station.

7 Research Showcase Netherlands CELEBRITIES AND HUMOUR WERE USED TO POWERFULLY DELIVER THE CAMPAIGN S MESSAGE THROUGH OUTDOOR & RADIO //Effective Communication Netherlands, Outdoor & Radio Country: Netherlands Comissioned by: JCDecaux Netherlands Activity: Bus Shelters & MUPIs Campaign Duration: 2 weeks Location: National cities with 2,600 panels Sky Radio Campaign Creatives Advertiser: Sky Radio Strapline: Non Stop Hits Media Used: Outdoor & Radio Methodology: Post campaign research using home-based CAPI (computer-assisted personal interviews). Questions relating to spontaneous awareness, brand recognition, as well as opinions on the ad creative Research Audience: A sample of 263 adults aged 16+ To raise awareness of Sky Radio s new logo. Various international pop artists were featured with the campaign strapline, the station s new logo as well as its airwave frequency. Each creative included a signature of the featured artist, giving the impression that they have personally endorsed the station. The campaign was also advertised on Sky Radio itself but no other media was used. Very high recognition scores of 79% were recorded among the women target audience. The creative was also well received with 73% of all adults saying they knew the campaign was for a radio station, and 61% of the female audience correctly identifying the Sky brand. On a scale of 1 to 7 where 7 is the best score, Sky Radio s campaign was rated an affirmative 6.2 by all adults. The positive results show that simplicity, clear branding and celebrity endorsement are some of the essential ingredients in creating a successful outdoor creative.

8 Research Showcase Netherlands OUTDOOR IS CAPABLE OF GENERATING SIGNIFICANT LEVELS OF AWARENESS AND RECOGNITION WITHIN A ONE WEEK CAMPAIGN //Awareness Within a Week Netherlands, Outdoor & Print Country: Netherlands Comissioned by: JCDecaux Netherlands Activity: Bus Shelters & MUPIs Campaign Duration: 1 weeks Location: National cities with 1,725 panels Advertiser: Sanoma Uitgevers Brand: Cosmopolitan Magazine Strap-lines: Pret met Cosmo (Fun with Cosmo) Media Used: Outdoor & Print Methodology: Post campaign research using home-based CAPI (computer-assisted personal interviews). Questions relating to spontaneous awareness and product recognition were included. Research Audience: A sample of 250 adults aged 16+ To stimulate sales of single copies and to increase brand awareness. A front-cover picture of the magazine was used, with certain items made bigger and more life-like. Free gifts were hanging off the top corner of the magazine, encouraging people to make purchases. The campaign also ran on Cosmopolitan itself but no other media was used. Cosmopolitan Magazine Campaign Creative and 57% of the female target audience instantly recognised the brand Cosmopolitan when shown the creative. The outdoor medium is capable of generating significant levels of awareness and recognition within a week. Within a week of the campaign being posted, about a third of all adults had seen the ad

9 Research Showcase Hong Kong OUTDOOR DEMONSTRATES ITS UNRIVALLED ABILITY TO REACH OUT AND ENGAGE PEOPLE IN THIS PROMOTIONAL CAMPAIGN //Engage Your Audience Hong Kong, Mixed Media Country: Hong Kong Comissioned by: JCDecaux Pearl & Dean Ltd Activity: Various; Real Time Projection Zone Network, Trackside 12-sheet, 4-sheet, Info-Panel, Poster-on-Wall & Floor Vision Campaign Duration: 3 weeks Location: Central Hong Kong Advertiser: Sony Pictures Brand: The Da Vinci Code film Media: Outdoor, TV & Print Methodology: Face-to-face intercept interviews. Questions relating to message recall and brand impression were included. Research Audience: A sample of 200 adults aged years To raise awareness of the movie by providing information and encouraging participation of a find-codes-and-win game. Various forms of information were provided which included a daily countdown message from pre-launch to the movie opening date, latest news about the movie as well as updates on box office records. The highlight was an interactive game which consisted of 8 assigned codes displayed in 8 Real Time Projection Zones. Commuters were encouraged to collect all projected codes and match them with the respective MTR stations. Bus shelters and other media were utilised for the announcement of the movie release. The Da Vinci Code Campaign Real Time Trackside Projection Among the respondents who have seen the ad, 90% could recall the message and more than half of them said the campaign had improved their impression of the movie. With its offering of various formats, Outdoor demonstrated its unrivalled ability to reach out and engage people in this promotional campaign. A successful communication message was executed which collected very high recall scores as well as improved impressions of the movie.