Impact of the Alior Bank advertising campaign on the brand image and awareness. gemiusbrandingeffect report

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1 Impact of the Alior Bank advertising campaign on the brand image and awareness gemiusbrandingeffect report February 2009

2 Aim and Method 2 2

3 Aim An advertising campaign introducing the Alior Bank brand on the market was run throughout November and December of The aim of this research study was to define the influence the campaign had on the bank s image and the awareness of the brand among internet users aged between 25 and 49 and also to gain knowledge about respondent opinions on the ad creatives they were exposed to. The specific aims of this research included the measurement of the following indicators: awareness of the bank s brand, usage of the bank s services, intent to use the bank s services in the future, image of the bank, recognition and assessment of ad creatives. 3 3

4 Method (1) The research study was conducted in two stages: (1) before the launching campaign and (2) after it was completed. The first stage (or the pretest ) was run between 12 and 14 November 2008, the second ( posttest ) from 9 to 16 January The target group included internet users aged between 25 and 49. Both stages were carried out with the use of the CAWI method, with questionnaires randomly displayed on web sites employing the free version of stat24 or free site-centric stat.pl/pbi audit. The research focused on the analysis of 1,694 answers from internet users aged who filled in the displayed questionnaire in full. In the pretest stage, 536 questionnaires were collected from the target group, in the posttest 1,

5 Method (2) In order to ensure the representativeness of target group data, responses from individuals were analysed with an analytical weight created on the basis of the gender and age of internet users as well as data pertaining to the frequency of their internet usage obtained with the Omnibus PBS study (Aug-Sept 2008). Differences between the groups were assessed using the z fraction difference significance test. The significance level was set at Statistically significant differences were marked in the charts with rectangles: green for an increasing trend of an indicator after the campaign and red for a downward trend. Moreover, provided in the coloured rectangles are percentage values representing an indicator s fluctuation. 5 5

6 Summary 6 6

7 Summary (1) Recognition of the campaign The Alior Bank launching campaign that was run throughout November and December 2008 was widely noticed and clearly remembered by year old internet users: in January it was spontaneously recalled from among the best-remembered bank advertisements (Top of Mind indicator (first entered answer, TOM) with a result of 8%, spontaneous awareness indicator 14%), whereas the aided awareness of Alior Bank ads reached a value of 42%. 100% 80% 60% The campaign s graphic components effectively foster recognition of the brand: the image of a bank clerk wearing a bowler hat is associated with Alior Bank by 45% of the target group. 40% 20% 0% 53% 44% 42% 36% 22% 17% 17% 18% 14% 12% 10% 2% 9% 7% 8% 7% 4% 0% ING Bank Śląski Millenium Alior Bank mbank BZ WBK Multibank Znajomość Banks adswspomagana aided awareness reklam banków Znajomość Banks adsspontaniczna spontaneousreklam awareness banków Top Top of of Mind Mind 7 7

8 Summary (2) Recognition of the bank s brand name after the campaign Measured after the launching campaign, spontaneous and aided awareness indicators concerning the bank itself (not the advertisements) are slightly lower though still relatively high: TOM at 1%, spontaneous awareness at 3%, aided awareness at 44%. 100% 80% 60% 40% 20% 0% 86% 83% 75% 61% 23% 23% 18% 22% 4% 3% 9% 6% 9% 7% 1% 1% ING Bank Śląski Recognition of the Alior Bank name and the ability to remember its campaign are positively correlated with level of education and the size of population of the place of living, while the correlation is reversed with the age of respondents (younger 60% individuals remembered the Alior Bank campaign better). 44% Millennium mbank BZ WBK Multibank Alior Bank Znajomość Banks aided wspomagana awarenessbanków Znajomość Banks spontaneous spontaniczna awareness banków Top Top of of Mind Mind 8 8

9 Summary (3) Alior Bank s image after the campaign Those of the target group who were familiar with the Alior Bank name most often regard the bank as innovative and different from others. With these categories in mind, the image is close to that of mbank and dissimilar to ING Bank Śląski and BZ WBK, which are seen as traditional, solid and trustworthy banks. 9 9 Based on the correspondence analysis

10 Summary (4) Assessment of ad creatives Most importantly, the internet ad creatives were assessed as comprehensible and well executed; they were rated higher by women and individuals with secondary and postsecondary level of education. Respondents over 35 more often than younger individuals indicated that the ads convinced them to use the services of Alior Bank. Exposure Kontakt to creative z kreacją 27% Exposure Kontakt to creative z kreacją 23% Exposure Kontakt to creative z kreacją 46% 0% 20% 40% 60% 80% 100%

11 Recognition of Alior Bank and competitive banks

12 TOM, spontaneous and aided awareness of Alior Bank and competitive banks (posttest). 100% 80% 60% 40% 20% 0% 86% 83% 75% 61% 60% 44% 23% 23% 18% 22% 4% 3% 9% 6% 9% 7% 1% 1% ING Bank Śląski Millennium mbank BZ WBK Multibank Alior Bank Znajomość Banks aidedwspomagana awareness banków Znajomość Banks spontaneous spontaniczna awareness banków Top of Mind Q1. What banks do you know, or have heard of? Q3. Indicate the banks you know from the list below, even if you have only heard of them N=1158 whole posttest sample Jan2009

13 Spontaneous awareness of banks - TOM (first entered answer) PKO BP PKO mbank ING Bank Śląski Pekao SA BZ WBK Millennium Bank BPH Lukas Bank BGŻ Citi Handlowy Kredyt Bank inteligo Getin Bank Multibank Alior Bank Bank Spółdzielczy * 16% 16% 15% 13% 10% 9% 7% 9% 8% 8% 8% 7% 7% 6% 3% 3% 2% 3% 1% 3% 1,4% 2% 1% 2% 0,6% 1,2% 0,6% 1,1% 2% 1% 0,2% 1% 4% 0,5% ,5 0% 5% 10% 15% 20% 25% 30% 35% 40% Pretest / N=536 Posttest / N=1158 Individuals from the target group most often indicated PKO BP as the best known bank; the indicators were also high regarding mbank, ING Bank Śląski, Pekao SA, BZWBK and Millennium. For Alior Bank, the TOM indicator after the launching campaign reached a value of 1%; similar results were noted for Getin Bank and Multibank The chart presents only those banks which reached a 1% minimum of indications in at least one of the research waves. * For respondents who stated PKO it is not possible to determine if they meant PKO BP or Pekao SA, hence these answers were encoded in a separate category ( PKO ). Q1. What banks do you know, or have only heard of? N whole sample Nov 2008, Jan 2009

14 Spontaneous awareness of banks - first three answers (1) PKO* PKO BP Pekao SA ING Bank Śląski Millennium BZ WBK mbank Lukas Bank Bank BPH BGŻ 11% 10% 9% 9% 8% 9% 24% 23% 20% 23% 21% 23% 21% 22% 20% 18% 30% 32% 30% 30% The highest value regarding spontaneous awareness indicator was noted for PKO BP. Spontaneous awareness of the ten most frequently indicated banks has not changed over the two months (between pretest and posttest) % 10% 20% 30% 40% Pretest / N=536 Posttest / N= The chart presents the ten most often indicated banks. * For respondents who stated PKO it is not possible to determine if they meant PKO BP or Pekao SA, hence these answers were encoded in a separate category ( PKO ). Q1. What banks do you know, or have only heard of? N whole sample Nov 2008, Jan 2009

15 Spontaneous awareness of banks - first three answers (2) Bank Spółdzielczy Citi Handlowy Kredyt Bank Eurobank Getin Bank Polbank Multibank Alior Bank GE Money inteligo Nordea Bank AIG Bank SKOK Dominet Bank Raiffeisen Bank 7% 8% 7% 4,6% 7% 7% 6% 4% 6% 3% 4% 6% 4% 0,5% 3% 2% 2% 2% 2% 3% 2% 2% 2% 3% 1% 1% 1% 2% 0,8% 11% , % 10% 20% 30% 40% Pretest / N=536 Posttest / N=1158 Alior Bank obtained 3% of indications, almost equal the results of Multibank, GE Money Bank or Inteligo. The period between November and January saw a significant increase in the spontaneous awareness of Alior Bank: from nearly zero to 3%. Also Getin Bank noted an upsurge in this indicator over the relevant period Q1. What banks do you know, or have only heard of? N whole sample Nov 2008, Jan 2009

16 Aided awareness of Alior Bank and its competitors ING Bank Śląski Millennium mbank BZ WBK 64% 61% 83% 86% 83% 83% 74% 75% The study shows a dramatic increase in the aided awareness of the Alior Bank brand over the two months during which the launching campaign was run. The increase amounted to 34 percentage points. Multibank 61% 60% Alior Bank 10% 44% % 20% 40% 60% 80% 100% Pretest / N=536 Posttest / N= Q3. Indicate the banks you know from the list below, even if you have only heard of them. N whole sample Nov 2008, Jan 2009

17 Aided awareness of Alior Bank corelated with socio-demographic variables Alior Bank is recognised more frequently by university-educated younger individuals from large towns and cities Q3. Indicate the banks you know from the list below, even if you have only heard of them. N whole posttest sample Nov 2008, Jan 2009

18 Past, present and future usage of bank services

19 Bank services usage Usage of particular banking products has not changed over the relevant two months. Every thirteenth person from the target group does not use any banking services Q4. What banking services do you currently use? N whole sample Nov 2008, Jan 2009

20 Bank services usage Alior Bank and its competitors mbank ING Bank Śląski BZ WBK Millennium Multibank Alior Bank 17% 14% 12% 16% 10% 13% 10% 11% 4% 5% 0% 2% Over the two relevant months, the percentage of individuals from the target group declaring usage of Alior Bank s services increased by 2%. Indications concerning the competitive banks did not change in a statistically significant way % 20% 40% 60% 80% 100% Pretest / N=536 Posttest / N= Q5. The services of which banks do you currently use? N whole sample Nov 2008, Jan 2009

21 Intent to use banking services Interest in banking products did not change over the two studied months nearly half of the target group plans to buy some kind of banking product. The majority of respondents are planning to take out a loan, a deposit or open a savings account Q6. Are you planning to use any of the above banking services within the next six months? N whole sample Nov 2008, Jan 2009

22 Banks considered when planning to use banking services indications for Alior Bank and its competitors mbank ING Bank Śląski Millennium BZ WBK 22% 16% 11% 17% 15% 14% 11% 13% Over one tenth of individuals planning to use banking services in January considered Alior Bank s services, which translates to a 10-point increase in relation to the period before the launching campaign. 1% Alior Bank 11% +10 5% Multibank 7% 0% 20% 40% 60% 80% 100% Pretest / N=232 Posttest / N=513 The results of all other banks were comparable to those obtained two months earlier Q7. Regarding the services you indicated, which banks have you considered? N respondents planning to use banking services. Nov 2008, Jan 2009

23 The image of Alior Bank and its competitors

24 The image of Alior Bank (posttest) amongst individuals who have at least heard of it In the opinion of internet users familiar with the brand, a distinctive feature of Alior Bank is its innovativeness and new quality. Every fifth respondent drew attention to the products offered, the same proportion understood the idea behind the campaign, defining the organisation as a classy bank Q8. In each line, indicate all banks which can be described using the following characteristics. N=546 respondents who have at least heard of Alior Bank. Jan 2009

25 The image of other banks (posttest) correspondence analysis In the tradition and security vs. innovativeness dimension, Alior Bank is located far right of the scale, close to mbank Q8. In each line, indicate all banks which can be described using the following characteristics N=1158 whole sample in posttest

26 The image of ING Banku Śląski and BZ WBK (posttest) amongst respondents who have at least heard of the banks ING Bank Śląski BZ WBK N=1033 With regards ING Bank Śląski and BZ WBK the most patent features of the banks are ones associated with reliability and security as they were primarily identified as reliable, trustworthy, founded on wellestablished principles and traditions N=741 Q8. In each line, indicate all banks which can be described using the following characteristics. N respondents who have at least heard of a particular bank. Jan 2009

27 The image of mbank, Multibank and Millenium (posttest) amongst respondents who have at least heard of the banks mbank Multibank bank innowacyjny 33% bank innowacyjny 13% bank inny niż wszystkie 30% bank budzący zaufanie 12% bank z dobrą ofertą 28% bank z dobrą ofertą 12% oferuje więcej niż inne banki 20% solidny bank 10% bank budzący zaufanie 14% oferuje więcej niż inne banki 10% solidny bank 14% bank z klasą 10% bank z zasadami 12% bank z zasadami 9% bank z klasą sięga do najlepszych tradycji 6% 9% 0% 5% 10% 15% 20% 25% 30% 35% 40% N=934 bank inny niż wszystkie sięga do najlepszych tradycji 5% 8% 0% 5% 10% 15% 20% 25% 30% 35% 40% N=753 Millenium bank z dobrą ofertą bank z klasą bank budzący zaufanie solidny bank 15% 14% 14% 21% mbank similarly to Alior Bank is mosty characterised by respondents as innovative and different from other banks. 2 7 bank innowacyjny oferuje więcej niż inne banki bank z zasadami bank inny niż wszystkie sięga do najlepszych tradycji 8% 10% 10% 13% 13% 0% 5% 10% 15% 20% 25% 30% 35% 40% N=1017 With regards Millennium, the most important element of its image is the bank s offer. Expressions associated with security and reliability were indicated slightly less often. 27 N respondents who have at least heard of the particular bank. Jan 2009

28 The image of Alior Bank and its competitors after the Alior Bank launching campaign (1) The expressions associated with security, tradition and principles were most often used in relation to ING and BZ WBK Q8. In each line, indicate all banks which can be described using the following characteristics. N=1158 whole sample in posttest Jan 2009

29 The image of Alior Bank and its competitors after the Alior Bank launching campaign (2) According to the target group respondents, the expression bank different from others best describes mbank; relatively high results were also noted for Alior Bank Q8. In each line, indicate all banks which can be described using the following characteristics. N=1158 whole sample in posttest Jan 2009

30 The image of Alior Bank and its competitors after the Alior Bank launching campaign(3) According to the respondents a good offer is a distinctive feature of mbank, as well as ING and Millennium. Innovativeness is, as in the case of conspicuousness, a feature most identified with mbank, and quite often with Alior Bank Q8. In each line, indicate all banks which can be described using the following characteristics. N=1158 whole sample in posttest Jan 2009

31 The image of Alior Bank (posttest) detailed assessment on a scale Average of indications after exclusiono of Don t know / Hard to say answers The least doubtful fact for respondents was that Alior Bank stands out from all other banks and is likable; markedly less persons referred to the expression reliable, which may stem from Alior Bank s recent entry on the market Q11. In your opinion, to what extent do the following expressions describe Alior Bank? N=546 respondents who have at least heard of Alior Bank. Jan 2009

32 Exposure to Alior Bank s campaign

33 TOM, spontaneous and aided awareness of Alior Bank and competitive banks (posttest). 100% 80% 60% 40% 20% 0% 53% 44% 42% 36% 22% 17% 17% 18% 14% 12% 10% 2% 9% 7% 8% 7% 4% 0% ING Bank Śląski Millenium Alior Bank mbank BZ WBK Multibank Znajomość Banks ads aided wspomagana awareness reklam banków Znajomość Banks ads spontaneous spontaniczna awareness reklam banków Top of Mind Q2. What bank adverts have you seen within the last few weeks? Q7. Have you seen any adverts of the following banks within the last few weeks? N=1158 whole sample in posttest Jan 2009

34 Spontaneous awareness of bank ads - TOM (first answer) ING Bank Śląski Alior Bank Millennium mbank Getin Bank PKO* PKO BP BZ WBK Polbank Lukas Bank 9% 9% 0,2% 8% 6,5% 7% 10% 7% 4% 6% 7% 5% 7% 4% 4% 4% 4% 3% 3% 2% In the ranking of the best remembered bank ads, Alior Bank appears to be high in the posttest: it was spontaneously mentioned as first by 8% of respondents. The slump in other bank indicators may be caused by the above % 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Pretest / N=536 Posttest / N= The chart presents the ten most often indicated banks. * For respondents who stated PKO it is not possible to determine if they meant PKO BP or Pekao SA, hence these answers were encoded in a separate category ( PKO ). Q2. What bank adverts have you seen within the last few weeks? N whole sample Nov 2008, Jan2009

35 Spontaneous awareness of bank ads first three answers Millennium ING Bank Śląski Alior Bank Getin Bank mbank PKO BZ WBK PKO BP Polbank Lukas Bank * 0,2% 17% 17% 9% 13% 20% 17% 17% 12% 13% 11% 9% 10% 12% 9% 11% 9% 9% 7% 14% % 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% The chart presents the ten most often indicated banks Pretest / N=536 Posttest / N=1158 After a nearly twomonth-long campaign by Alior Bank, every seventh person indicated it spontaneously as one of three banks whose ads they remember. Only Millennium and ING Bank Śląski came higher, with both banks noting high results in the spontaneous awareness of ads already in the pretest * For respondents who stated PKO it is not possible to determine if they meant PKO BP or Pekao SA, hence these answers were encoded in a separate category ( PKO ). Q2. What bank adverts have you seen within the last few weeks? N whole sample Nov 2008, Jan 2009

36 Exposure to the Alior Bank campaign (question asked in the posttest only) Four out of ten individuals from the target group declared in January that they had been exposed to the Alior Bank campaign. The question did not include showing any visual materials (ads, logo) related to the bank to the respondents; they were shown the name of the bank only. Encounters with Alior Bank ads were best remembered by young, university-educated inhabitants of large towns and cities Q7. Have you seen any of the adverts of the following banks within the last few weeks? N=1158 whole sample in the posttest Jan 2009

37 Place of exposure to the Alior Bank campaign (question asked only in the posttest) The TV campaign was most prominent as over a third of the target group recalled it, which accounts for 91% of individuals declaring exposure to the campaign. Slightly less visible were outdoor and online ads. While interpreting the data, it must be noted that ad viewers tend to associate remembered ads with TV. 3 7 Campaign recognition rate - 42% 37 Q10. Where did you see Alior Bank s advert? N=1158 whole sample in posttest Jan 2009

38 Encounter with the character of the bank clerk (question asked only in the posttest) Half of internet users aged recalled the character of the bank clerk wearing a bowler hat appearing in Alior Bank ads. do not remember nie pamiętam 26% yes 26% 49% tak 49% no nie 26% 26% Q9A. Have you seen the character illustrated above in adverts that you encountered within the last few weeks? N=1158 whole posttest sample Jan 2009

39 Associations aroused by the character of the bank clerk (question asked only in the posttest) Nearly all respondents recalling the character associated him with Alior Bank (45% of the target group). A photo showing the bank clerk triggered associations with Alior Bank also in persons who had previously declared they had not seen the campaign Q9B. With what bank do you associate this character? N=1158 whole sample in posttest Jan 2009

40 Exposure to creatives (question asked only in the posttest) * * After exposure to creative no. 3 (typically imagebuilding), nearly half of the respondents declared that they had encountered it before. Creatives nos. 1 and 2 dedicated to specific Alior Bank products (overnight deposit and earning account) obtained lower results of approximately 50%. *If a respondent did not have the software necessary to view the creatives, this was automatically detected and the questions relating to exposure to and assessment of the creatives were not asked Q12. Have you encountered the above online ad within the last few months? N whole sample exposed to random creatives for assessment Jan 2009

41 Socio-demographic profile of respondents

42 Socio-demographic profile of respondents (1) Gender Age N=536 N=536 N=1158 N=1158 Frequency of internet usage N= N=1158 N whole sample Nov 2008, Jan 2009

43 Socio-demographic profile of respondents(2) Place of living Education N=536 N=536 N=1158 N=1158 Job status N=536 N=1158 N whole sample Nov 2008, Jan 2009

44 Auxiliary analyses -Assessment of Alior Bank in relation to respondent gender, age and level of education

45 Image of Alior Bank and gender (1) Average indications after exclusion of don t know / hard to say answers Q11. In your opinion, to what extent do the following expressions define Alior Bank? N=546 respondents who have at least heard of Alior Bank. Jan 2009

46 Image of Alior Bank and gender(2) Average indications after exclusion of don t know / hard to say answers Q11. In your opinion, to what extent do the following expressions define Alior Bank? N=546 respondents who have at least heard of Alior Bank. Jan 2009

47 Image of Alior Bank and gender(3) Average indications after exclusion of don t know / hard to say answers Q11. In your opinion, to what extent do the following expressions define Alior Bank? N=546 respondents who have at least heard of Alior Bank. Jan 2009

48 Image of Alior Bank and level of education(1) Average indications after exclusion of don t know / hard to say answers Q11. In your opinion, to what extent do the following expressions define Alior Bank? N=546 respondents who have at least heard of Alior Bank. Jan 2009

49 Image of Alior Bank and level of education(2) Average indications after exclusion of don t know / hard to say answers Q11. In your opinion, to what extent do the following expressions define Alior Bank? N=546 respondents who have at least heard of Alior Bank. Jan 2009

50 Image of Alior Bank and levell of education (3) Average indications after exclusion of don t know / hard to say answers Q11. In your opinion, to what extent do the following expressions define Alior Bank? N=546 respondents who have at least heard of Alior Bank. Jan 2009

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