Impact Survey Telecom 2

DMix survey results Capturing the full potential of direct mail as complementary media Telecom sector August 2007

PILOT SET UP Number of market research interviews All interviewed customers are existing customers in Flanders ATL + DM ATL only Reference group Source: Market Potential Tracker of client Group 1 = Targeted – families without children Interviews : 20/11 until 28/11 238 Group 2 = Targeted – families with children > 12 Interviews : 20/11 until 28/11 200 Group 3 = Targeted – families with children < 12 Interviews : 20/11 until 28/11 200 Group 4 = Targeted – Baby Boomers Interviews : 13/11 until 19/11 200 Group 5 = Non-Targeted – families without children Interviews : 17/11 until 25/11 162 Group 6 = Non-Targeted – families with children > 12 Interviews : 20/11 until 28/11 200 Group 7 = Non-Targeted – families with children < 12 Interviews : 20/11 until 28/11 200 Group 8 = Non-Targeted – Baby Boomers Interviews : 13/11 until 19/11 203 1603 838 765 866 DISGUISED CLIENT EXAMPLE IN UTILITIES SECTOR

OBJECTIVES ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

KEY MESSAGES ,[object Object],[object Object],[object Object],[object Object],[object Object]

1) DIRECT MAIL INCREASES THE AWARENESS Percentage of respondents Top of mind Awareness Spontaneous Aided Source: Ask market research on 1.603 customers, November 2006 Base = all respondents Total n = 1.603 Families – no kids n = 400 Families – kids < 12 n = 400 Families – kids > 12 n = 400 Baby Boomers n = 403 +14% +6% +15% +12% +9% +18% DISGUISED CLIENT EXAMPLE IN UTILITIES SECTOR

2) DIRECT MAIL RECALL RATE IS LOWER THAN TELEVISION BUT HIGHER THEN OTHER MEDIA Percentage of respondents Source: Ask market research on 1.603 customers, November 2006 ‘ Do you remember seeing an ad / receiving a personal letter from advertiser X ?’ ‘ Where did you see the ad… ?’ ,[object Object],[object Object],Benchmark recall other pilots: Telco : DM = 49%, higher than ATL (except TV) / FMCG : DM = 47%, higher than ATL DISGUISED CLIENT EXAMPLE IN UTILITIES SECTOR

100 71 71 43 100 75 75 47 n = 765 n = 838 61 63 Media funnel “ Do you remember receiving a DM / seeing and ad from advertiser X?” “ Can you describe what the DM / ad from advertiser X was about?” *** * Spontaneous and aided recall of ATL amongst ‘ATL only group’ ** Spontaneous and aided recall of DM and/or ATL amongst ‘ATL+DM group’ *** At least one item mentioned correctly Source: Ask market research on 1.603 customers, November 2006 Percentage of respondents * ** ,[object Object],2) CLIENTS EXPOSED TO ATL AND DM SEEM TO HAVE A BETTER CONTENT RECALL THAN CLIENTS EXPOSED ONLY TO ATL Benchmark other pilots : Retail : recall DM only = 4 versus recall ATL only = 1 ATL + DM ATL only Received DM / ATL Recall DM / ATL Recall content DM / ATL DISGUISED CLIENT EXAMPLE IN UTILITIES SECTOR

Media funnel “ Do you remember receiving a DM /seeing an ad from advertiser X?” “ Can you describe what the DM / ad from advertiser X was about?” * Percentage of respondents 2) ESPECIALLY THE CONTENT RECALL OF BABY BOOMERS IS HIGHER WHEN EXPOSED TO THE MEDIA MIX WITH DM 100 69 69 n = 200 n = 200 100 59 59 n = 203 n = 200 100 79 79 n = 200 n = 200 100 77 77 63 44 40 24 66 53 56 n = 162 n = 238 ,[object Object],Spontaneous and aided recall of ATL amongst ‘ATL only group’ Spontaneous and aided recall of DM and/or ATL amongst ‘ATL+DM group’ * At least one item mentioned correctly Source: Ask market research on 1.603 customers, November 2006 73 75 75 70 75 50 50 50 38 Received DM / ATL Recall DM / ATL Recall content DM / ATL Families – kids < 12y Baby boomers Families – kids > 12y Families – no kids +58% DISGUISED CLIENT EXAMPLE IN UTILITIES SECTOR

Percentage of respondents recalling the DM (ATL+DM group) 2) 1 IN 2 CLIENTS THAT RECALL THE LETTER HAVE READ IT ‘ What did you do with the letter of advertiser X?’ n = 315 48% Base = spontaneous/aided recall of DM in ‘ATL+DM group’, 38% of 838 Significant differences subgroups versus total Source: Ask market research on 1.603 customers, November 2006 ,[object Object],[object Object],[object Object],Benchmark other pilots : FMCG pilot : threw away = 7% / Telco pilot : 14% DISGUISED CLIENT EXAMPLE IN UTILITIES SECTOR

Percentage of respondents recalling ATL / having read the DM 3) ONLY VERY FEW CLIENTS RECALLING SEEING THE AD AND/OR RECEIVING THE MAILING TOOK IMMEDIATE ACTION ‘ 'Immediately after seeing or hearing this ad / reading the letter, did you take any action towards advertiser X that you would not have done otherwise?’ n = 626* n = 540** ATL + DM ATL only * Recall DM and/or ATL amongst ‘ATL+DM’ group’ (75% of 838) ** Recall ATL amongst ‘ATL only group’ (71% of 765) Base: Ask market research on 1.603 customers, November 2006

3) COMBINING ATL WITH DM SEEMS TO HAVE AN IMPACT ON THE INTENTION TO SWITCH IN THE NEAR FUTURE Percentage of respondents DNK Probably not Maybe in a year Maybe in the following months Certainly in the following months Certainly in a year ‘ Do you intent to switch over to the service of advertiser X in the following months?’ ‘ Would you consider switching over to the service of advertiser X in a year?’ n = 838 n = 765 Certainly not Base: Ask market research on 1.603 customers, November 2006 Base = all respondents 71% 70% ,[object Object]

Percentage of respondents 3) INTENTION TO SWITCH IS LOWEST AMONGST BABY BOOMERS DNK Probably not Maybe in a year Maybe in the following months Certainly in the following months Certainly in a year 33% 35% 20% ‘ Do you intent to switch over to the service of advertiser X in the following months?’ ‘ Would you consider switching over to the service of advertiser X in a year?’ n = 400 n = 403 n = 400 Certainly not 31% n = 400 Base: Ask market research on 1.603 customers, November 2006 Significant differences subgroups versus total Base = all respondents ,[object Object],Baby boomers Families - kids > 12y Families - kids < 12y Families - no kids

4) THE DM HAS HIGHER SIGNIFICANT SCORES THAN ATL ON CREDIBILITY AND RELEVANCE OF THE AD ‘ To which extent do you agree with the following statements concerning the advertiser X campaign?’ Rating on a scale 1 to 5*; % agree (% of 4 or 5) Percentage of respondents recalling advertising I like the ad/mailing The ad/mailing provides credible information The ad/mailing was clear The ad/mailing was relevant for me The ad/mailing fits the image I have of advertiser X * 1: I completely disagree; 5: I completely agree Base: Ask market research on 1.603 customers, November 2006 1 Evaluation of DM amongst ATL+DM group – recall and read DM 2 Evaluation of ATL amongst ATL+DM & ATL only group – recall ATL 1 2 The ad/mailing was original ,[object Object],n = 969 n = 133

4) OVERALL THE MAILING TARGETED AT FAMILIES WITH KIDS < 12 Y RECEIVES THE HIGHEST SCORES ‘ To which extent do you agree with the following statements concerning the advertiser X DM ?’ Rating on a scale 1 to 5*; % agree (% of 4 or 5) Percentage of respondents recalling advertising I like the mailing The mailing provides credible information The mailing was clear (2) The mailing was relevant for me The mailing fits the image I have of advertiser X * 1: I completely disagree; 5: I completely agree Base: Ask market research on 1.603 customers, November 2006 The mailing was original Evaluation of DM amongst ATL+DM group – recall and read DM Significant differences subgroups versus total ,[object Object],[object Object],n = 34 n = 29 n = 35 n = 35

‘ To which extent do you agree with the following statements concerning the advertiser X ATL ?’ Rating on a scale 1 to 5*; % agree (% of 4 or 5) Percentage of respondents recalling advertising I like the ad The ad provides credible information The ad was clear The ad was relevant for me The ad fits the image I have of advertiser X * 1: I completely disagree; 5: I completely agree Base: Ask market research on 1.603 customers, November 2006 The ad was original ,[object Object],Evaluation of ATL amongst ATL+DM and ATL only group – recall ATL Significant differences subgroups versus total 4) THERE ARE NO DIFFERENCES IN THE PERCEPTION OF THE ATL CAMPAIGN BETWEEN GROUPS n = 261 n = 233 n = 211 n = 264

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