1. Heineken
October 2011

2. Key Campaign information
Environment/Panels Key Campaign Objectives
Domination of Increase brand awareness
Liverpool Street and
Charing Cross Drive usage and consideration of
Heineken
Amplify recommendation of the brand
amongst commuters

3. The domination has ensured station advertising
recall is strong
Source: Research Now Heineken Research, August 2012.

4. Commuters who have seen the domination in situ are
more likely to view it as impactful and memorable
The domination is…
…memorable advertising
…much more noticeable than TV advertising
…the behaviour of a market leader
…is totally unmissable
…makes me think the brand has a lot of
money to spend on advertising
Source: Research Now Heineken Research, August 2012.

5. The domination has strengthened perceptions
towards Heineken’s advertising…
Heineken has great advertising
Heineken is an official Olympic partner
Heineken has memorable advertising
Heineken has spent a lot of money on advertising
recently
Heineken advertising is unique
Source: Research Now Heineken Research, August 2012.

6. …and the brand itself
Test Cell are:
+48%
More likely to say their
perception has become
more positive recently
+43%
More likely to say Heineken
is one of their favourite
lager brands
Source: Research Now Heineken Research, August 2012.

7. Heineken consideration successfully driven by
station domination
“I am more likely to consider drinking
Heineken than I was a few weeks ago”
Control Test
27% 42%
Source: Research Now Heineken Research, August 2012.

8. Summary
• There has been a strong recall of
the station advertising
• Both brand and advertising
image has been strengthened by
the station domination
• Increased positivity has in turn
driven both recommendation and
usage intent

9. Want to find out more?
Contact the JC Decaux research
team to find out how the campaign
performed across other metrics