Neilsen Research proves CARSPAZE™ effectiveness
From July 21, 2008 to July 29 2008 Nielsen conducted 105 interviews with shoppers who parked in Footlocker/test locations and conducted 99 non branded/control interviews in the parking lot of Fashion Show Mall in Las Vegas.
NEILSEN KEY FINDINGS
- The advertising has significant impact in generating top-of-mind/unaided brand awareness, as well as advertising recall.
- Unaided awareness of athletic apparel stores:
Foot Locker - 89% (test) vs. 66% (control) - Unaided advertising recall of athletic apparel stores:
Foot Locker - 69% (test) vs. 35% (control). - The locale is a memorable component of advertising recall for Foot Locker. This form of advertising also generated a high level of correct brand association with the advertising.
- Unaided recall of where advertising seen past two weeks:
Parking Garage - 53% (test) vs. 0% (control) - The advertising generates a very high level of recall for the Foot Locker brand, with virtually everyone exposed recalling the advertising.
- Recall of Foot Locker brand past two weeks/this visit:
95% (test) vs. 9% (control) - Aided recall of Foot Locker brand this visit (photo prompted):
99% (test) vs. 14% (control). - The advertising appears to have a significant positive impact on consumer behavior related to the brand in terms of store visits/purchases.
- Shopped Foot Locker this visit:
29% (test) vs. 10% (control) - Made a purchase at Foot Locker this visit:
14% (test) vs. 3% (control). - Consumers are favorable toward this form of advertising, particularly in terms of remembering parking location, improving the space and feeling safe.
- 94% "Agree that this type of advertising would help you remember where you parked"
- 84% "Agree that this type of advertising improves the parking garage experience and environment"
- 94% "Agree that the lighting improves the space and makes me feel safer"
- 77% Agree "have a more favorable opinion of the brand featured in this type of advertising"
- The uniqueness of the advertising in terms of its locale is notable; this may be influential to some extent in the high levels of ad effectiveness observed.
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