16.12.2008
The Knowledge of Deliss Trade Mark Rose to 33% as a Result of One Advertising Flight
The knowledge of the Deliss trade mark rose to 33% as a result of only one advertising flight! Such are the data of IMCA quantitative research carried out on the balance of the advertising campaign of the Deliss trade mark. It took place in August – September, 2008. A TV reel was shown over four channels of Moscow broadcasting – ORT, STS, MuzTV and Domashny (Domestic). The main concept of the brand was – “Deliss – Turn on Emotions!”
IMCA research demonstrated that all the tasks of the advertising campaign were successfully accomplished. Thanks to the TV reel consumers not only learnt about Deliss and fixed the notion of it in their consciousness but also saw the key values of the brand that advantageously mark Deliss off its competitors. According to the research, the main non – functional advantage of Deliss is that the use of the products of the trade mark improves the mood (this fact noted 80% of the respondents who know Deliss), whereas competing trade marks are perceived only as eliminating bad smells. The highest mark got the definition “suits for using in a room” – 36%, (whereas nearest to us by this index our competitor Airwick got only 9 %!).
The research also confirmed that the choice of the product for the advertising communication was strategically right. “Buyers intention to use electrical aroma makers in future considerably exceeds current consumption, Vladislav Hitrov, UPECO Company’s marketing director, said. – It means a high potential of the category development and confirms that the choice of the main product for communication has been right”.
The positive data of IMCA research were also confirmed by the growth of Deliss products sales in consequent months that were considerably higher than we expected!
IMCA research demonstrated that all the tasks of the advertising campaign were successfully accomplished. Thanks to the TV reel consumers not only learnt about Deliss and fixed the notion of it in their consciousness but also saw the key values of the brand that advantageously mark Deliss off its competitors. According to the research, the main non – functional advantage of Deliss is that the use of the products of the trade mark improves the mood (this fact noted 80% of the respondents who know Deliss), whereas competing trade marks are perceived only as eliminating bad smells. The highest mark got the definition “suits for using in a room” – 36%, (whereas nearest to us by this index our competitor Airwick got only 9 %!).
The research also confirmed that the choice of the product for the advertising communication was strategically right. “Buyers intention to use electrical aroma makers in future considerably exceeds current consumption, Vladislav Hitrov, UPECO Company’s marketing director, said. – It means a high potential of the category development and confirms that the choice of the main product for communication has been right”.
The positive data of IMCA research were also confirmed by the growth of Deliss products sales in consequent months that were considerably higher than we expected!
