CAMPAIGN

WEEK 29 2016
OutdoorTracker Sensodyne week 29 2016 | 1

Campaign Reach Sensodyne

WOMEN AGED SHOPPERS

25 - 54
AGED 18 - 75

SENSODYNE
USERS

25%

WOMEN AGED 25 - 54

ACF: 4,4

24%

SHOPPERS AGED 18 - 75

ACF: 4,3

29%

SENSODYNE USERS
ACF: 4,5 (usually use Sensodyne toothpaste)

LEARNING: The outdoor campaign of Sensodyne has reached 25% of the target audience
Women aged 25-54 in week 29 2016. Among Sensodyne users, the reach is
slightly higher (29%).
OutdoorTracker Sensodyne week 29 2016 | 2

Campaign Recognition* Sensodyne

TARGET AUDIENCE
Women aged 25-54

39%
OUTDOOR
MEMOBENCHMARK 32%

LEARNING: Recognition of traditional outdoor campaign above MeMoBenchmark. The

recognition of the digital outdoor campaign is close to the MeMoBenchmark. Both
creatives are sufficiently outstanding.
OutdoorTracker Sensodyne week 29 2016 | 3

* Campaign recognition among reached target audience

Campaign Appreciation Sensodyne

The outdoor advertisement..*

Women aged 25-54 | Outdoor

Women aged 25-54 | Digital Outdoor

100%

MeMoBenchmark
80%

is eye-catching
Outdoor

60%
40%
is credible
Outdoor

20%

is fun to look at

Digital Outdoor
0%

conveys a clear message

tells me something new

5,9
6,4 MeMoBenchmark
Digital Outdoor

appeals to me personally

6,1
6,4 MeMoBenchmark

stands out from other Outdoor advertisements

LEARNING: The use of dark colors and the shocking picture results in a relatively low score on
likeability, also accompanied by a slight annoyance. On the other hand, it
contributes to distinctiveness.
OutdoorTracker Sensodyne week 29 2016 | 4

Percentage: that (totally) agrees with the statement.

Not a pleasant message. The picture is scary. Confrontational.

Woman, 31 years old, is familiar with Sensodyne
OutdoorTracker Sensodyne week 29 2016 | 5

Campaign Effects
To determine the impact of the Sensodyne campaign, contact groups were established. The group
that has been reached by Exterion Media with the Sensodyne campaign is compared to the group
that has not been reached with the Sensodyne campaign.

Exterion Media coverage

No Exposure vs. Exposure: In order to isolate campaign effects,

the No Exposure and Exposure groups are weighted equally on
profile (gender, age and education), Sensodyne users, as well as
contact with other Sensodyne campaign media.

OutdoorTracker Sensodyne week 29 2016 | 6

Campaign Effects Sensodyne

Contact with the outdoor campaign did not contribute to a significant change on the brand
awareness of Sensodyne toothpaste among the target audience. A possible explanation could be
that the sentence at the top of the creative and the scary picture attracts more attention than the
brand name.
EXPOSURE

NO EXPOSURE

100
16%

86
14%

100
39%

93
36%
%

100

106

85%

90%

Top-of-Mind Brand Awareness

Spontaneous Brand Awareness

Aided Brand Awareness

Sensodyne

Sensodyne

Sensodyne

OutdoorTracker Sensodyne week 29 2016 | 7

Significant difference p<.10

Significant difference p<.05.

Campaign Effects Sensodyne

The outdoor campaign has been successful in increasing the brand consideration of Sensodyne
and the purchase intention of Sensodyne Repair & Protect toothpaste. This could possibly be
explained by the fact that the campaign attempts to generate a sense of fear and then provides the
solution to the problem (Sensodyne toothpaste).
EXPOSURE

NO EXPOSURE

191
133

100
36%

48%

100

107

100

45%

48%

9%

18%

Brand Consideration

Product Awareness

Purchase Intention

Sensodyne

Sensodyne Repair & Protect

Sensodyne Repair & Protect

OutdoorTracker Sensodyne week 29 2016 | 8

Significant difference p<.10

Significant difference p<.05.

Top-of-Mind Brand Awareness Toothpaste

15% of the target audience names Sensodyne first to the question If you think about toothpaste
brands, what brands come to mind?. This means a second place for Sensodyne. Prodent is
mentioned most often top-of-mind (25%).

25%
15%

12%

OutdoorTracker Sensodyne week 29 2016 | 9

12%

8%

4%

4%

2%

You want to prevent such teeth...

Woman, 37 years old, is familiar with Sensodyne
OutdoorTracker Sensodyne week 29 2016 | 10

OutdoorTracker Conclusions & Recommendations

What is the effect of the Sensodyne outdoor campaign?

1. High recognition, appreciation below MeMoBenchmark

The outdoor campaign of Sensodyne has reached 25% of the target audience women aged 25-54.
Recognition of the outdoor campaign is above MeMoBenchmark and the recognition of the digital
outdoor campaign is close to MeMoBenchmark. A possible reason could be that the creatives are
sufficiently outstanding.
Beside the distinctiveness, the campaign is also considered slightly annoying. The use of dark colors
and the shocking picture results in a relatively low score on likeability and a report mark below
MeMoBenchmark.
2. Increased brand consideration and purchase intention
The campaign has been successful in increasing the brand consideration of Sensodyne and the
purchase intention of Sensodyne Repair & Protect toothpaste. This could possibly be explained by the
fact that the campaign attempts to generate a sense of fear and then provides the solution to the
problem: Sensodyne toothpaste.

OutdoorTracker Sensodyne week 29 2016 | 11

OutdoorTracker Disclaimer
Reading Guide

Research Design

Target group: Women aged 25-54.

Representativeness: The sample is weighted in accordance with the Golden Standard 2016
(MOA/CBS) on gender, age, education and region to provide a nationally representative sample.
Campaign reach: By means of this study, it is determined whether the target audience has been
reached with the campaign.
ACF: The average number of times the target audience has been exposed to the campaign.

Commissioned by Exterion Media, MeMo conducted a tracking study

(OutdoorTracker) for the Sensodyne campaign in week 29 2016.

Top of Mind Brand / Spontaneous Awareness Sensodyne: The percentage of the target
audience that names Sensodyne (first) to the question If you think about toothpaste brands, what
brands come to mind? (open question).
Aided Brand Awareness Sensodyne: The percentage of the target audience that names
Sensodyne to the question Which of the toothpaste brands named below do you know, even if it
is only by name? (Yes/No).
Brand Consideration Sensodyne: The percentage of the target audience that would consider
Sensodyne when they are going to buy toothpaste (Yes/No).
Product Awareness Sensodyne Repair & Protect: The percentage of the target audience that
is familiar with the Repair & Protect toothpaste of Sensodyne (Yes, definitely).
Purchase Intention Sensodyne Repair & Protect: The percentage of the target audience that
plans to purchase Sensodyne Repair & Protect toothpaste in the next month (Yes, definitely).

This report focuses on the effect of the outdoor campaign of Sensodyne

and the extent to which the campaign reaches the target audience.
Furthermore, this report concentrates on the contribution of the outdoor
campaign to brand awareness and brand consideration of Sensodyne
toothpaste, as well as the product awareness and purchase intention of
Sensodyne Repair & Protect toothpaste. In total, 276 respondents filled out
the online questionnaire. The average completion time of the questionnaire
is 6 minutes.
The sample is comprised of Dutch people aged 18 and older derived from
the MeMoPanel. In this study, analyses are conducted among the target
audience (women aged 25-54) and persons that have been reached in the
campaign period with the outdoor campaign deployed by Exterion Media.

Sources
Significance: There is a significant difference when an increase has an up to .05. There is a
marginal difference when an increase of decrease has an up to.10.

Panel: MeMoPanel (www.memopanel.nl, 225.000 members)

Outdoor contacts: CAFAS
Golden Standard 2016: MOA/CBS.

Questions about this survey can be directed to:

Siebe Geert de Boer (Siebe.Geert.de.Boer@exterionmedia.nl)
Job Verhoeve (Job@memo2.nl)
Marlotte Jansen (Marlotte@memo2.nl)

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Poster advice
Creation is key for the effectivity of the poster.
We see and test al lot OOH campaigns every year.
Our experience is that you can achieve better results (e.g. brand
awareness) with only small changes to the poster.

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Poster advice
Distinctive poster that stands out, but:

White box is too much information/visual

- Only show packshot
- Repeat brandname (Sensodyne Repair &
Protect) underneath
- So:
- No white box as background
- No text line Sensodyne tanden
GSK logo distracts due to orange color
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