1. Sims 3 Pets
October 2011

2. Key Campaign information
Environment/Panels
350 Mall 6
Sheets
Other Media
Key Campaign Objectives
Boost awareness of the new Sims 3
Pets games and drive engagement
with the brand
Drive usage and consideration of both
the Sims 3 and Sims 3 Pets
Create consumer interest

3. Spontaneous Brand / Title Awareness
The mall campaign drove top of mind awareness of both Sims 3
and Sims 3 Pets
+61%
Poster Recognisers
+66%
Poster Recognisers
Q23 Please list all of the recent and upcoming video game releases you can think of.
Source: Dipsticks Sims 3 Mall Research 2011

4. Spontaneous Advertising Awareness
The campaign proved noticeable amongst the target audience
+60%
Poster Recognisers
+63%
Poster Recognisers
Q24 And please list all of the recent and upcoming video game releases which you have seen advertising
for recently.
Source: Dipsticks Sims 3 Mall Research 2011

5. Malls key at driving increase in advertising
awareness
+125%
Q27. You indicated that you have seen or heard advertising for the following video games recently (Sims 3
Pets); in which of the following places did you see this advertising?
Source: Dipsticks Sims 3 Mall Research 2011

6. The campaign drove pre-orders of Sims 3 Pets
Q31. Which out of the following video games have you ordered or do you intend to pre order online?
Source: Dipsticks Sims 3 Mall Research 2011

7. The campaign worked to drive key statements for the
Sims 3 portfolio
Q32 Using a scale of 0 – 10, where 0 is ‘not at all accurate’ and 10 is ‘very accurate’ how
accurately do each of these statements describe Sims 3 / Sims 3 Unleashed/Pets?
Source: Dipsticks Sims 3 Mall Research 2011

8. Summary
• Significant shifts in awareness with Malls highest attributed media
• Indication that campaign has worked to drive players to the Sims brand & future purchase intent for Sims 3 Pets
• The campaign also worked at strengthening perceptions of the Sims 3 brand

9. Want to find out more?
Contact the JC Decaux research team to find out how the campaign performed
across other metrics including creative diagnostics and more about our mall
audience

10. Want to find out more?
Contact the JC Decaux research team to find out how the campaign performed
across other metrics including creative diagnostics and more about our mall
audience