1. Awareness study
2011

2. • Domyos: Sports clothing line for children
• Target group: Families with kids between 4 and 14 years old
• Media campaign: launch in cinema during 4 weeks (4 weeks before
launch in outdoor, television, papers)
• Strategic timing  movie release the Smurfs August 3rd
• 4 weeks Family Pack as of August 10th

3. Objective:
measure the percentage of respondents who have recognized the
product and brand of the advertising (= level of awareness before/after
the campaign)
• Online: Recruting via Facebook
• Pre-test 586 interviews
• Post test: 2010 interviews

4. Timing
• Pre-test
• Post-test 1
• Post-test 2
: 1st – 3rd August
: 2nd – 14th August
- exclusive cinema campaign
: 5th – 13th September - after total campaign

5. Percentage of respondents who knows Domyos,
even if it is only by name
Effect of cinema campaign
• Posttest 1: Product awareness of
Domyos increased from 36% to 42%
during the cinema campaign only
• Posttest 2: Product awareness
increased to 72% by the end of the
multi-media campaign within the
moviegoers

6. Product awareness - aided
“Here follows a list of brands, which ones do you know by name?”
Aided Product awareness
N=111
29%
NL
N=373
37%
50%
Pre-test
N=12
Post-test first results
49%
FR
52%
Post-test
N=101
N=235
90%
N=27

7. Percentage of respondents who think of Decathlon spontaneously
“If you think of a sports store, which ones cross your mind?”
Effect of cinema campaign
• TOM Brand awaraness Decathlon increased from 67% to 85%
with the moviegoers

8. Top of mind
“When you think of a sports store, which stores do you
spontaneously think of?”
TOM Decathlon
69%
NL
N= 259
67%
N= 665
75%
Pre-test
Post-test first results
Post-test
N= 18
N= 138
66%
FR
N= 301
67%
93%
N= 28

9. The product awareness of Domyos increased from 36% to 42%
thanks to
• Post test 1: After a few days of exclusively cinema campaign
 From 36% to 42%
• Post test 2: At the end of the multi-media campaign
 72% of the moviegoers who have seen the spot
 66% of all the persons
Effect cinema campaign on Top of Mind awareness Decathlon
• Post test 2: At the end of the multi-media campaign
 85% of the moviegoers who have seen the spot (= +18%)
 77% of all the persons