Media Neutral Cross Media Analysis Charlies Angels 2

1. Media Neutral Cross Media AnalysisCharlies Angels 2 Trailer

2. Key branding metrics Goals: (Source: Client and agency kick-off form as translated into survey metrics) • Primary objective: • Encourage consumers to go see the movie • Secondary objectives: • Create awareness of release date • Generate a positive feeling toward seeing the movie • “How much do you think you would like the film if you saw it…” • “I think I would like it a lot” / “I think I would like it somewhat” • Communicate and reinforce the core movie attributes • Exciting • Action • Fun • Comedy • Must be seen in a theatre

3. Objective and key metrics Measure Charlie’s Angels 2 (CA2) advertising and its effect on key branding metrics • Quantify impact of Online, Print, TV, Radio and Out-of-home advertising • Analyze cost efficiencies • Determine not only if advertising can “move the branding needle,” but whether it can do so in a cost efficient manner • Recommend a more optimal media mix Measurement details: • Start Date: 6/6/2003; End Date: 7/15/2003 • Total relevant sample: 4428 (Living in Denmark) • Projectable media target audience: Danish Adults 15 to 34 = 2544 • Statistical significance tests were performed at 95% confidence level

4. Budget SummaryCA2 Spend by % *6/6 to 7/15/2003

5. Effectiveness of the combined campaign

6. Overall Conclusions Campaign is a success across all metrics Primary objective: Purchase consideration: up 2.7% • From 10.6% to 13.3% Secondary objectives: Movie awareness: up 65.7% • From 11.2% to 76.9% Positive impression of the movie prior to seeing it: 11.9% • From 40.9% to 52.7% Positive brand positioning (fun, exciting, action, comedy, must be seen in theatre): 13.1% • From 55.2% to 68.3%

7. Effectiveness of the combined campaign:Movie Awareness To your knowledge, which of the following movies in the list below are currently playing in theatres? (Check ALL that apply. If you have not heard of the movie, do not select) Pre: 11.2% Post: 76.9% +65.7%

8. Effectiveness of the combined campaign:Brand Image Attribute Association Based upon what you have seen or heard, how much would you say each statement describes the movie Charlie’s Angels 2: Overall Average . Pre: 55.2% Post: 68.3% +13.1%

9. Effectiveness of the combined campaign:Purchase Consideration If you have NOT seen Charlie’s Angels, how likely are you to see it in the theatre? (Definitely will see in theater/Probably will see in theater) Pre: 10.6% Post: 13.3% +2.7% Release date

10. Television Online Magazine Individual Media Effects The XMOS Factorial Experimental Design

11. Isolating the effect:Conclusions Primary objective: Purchase consideration • Primary drivers: Online first, Radio/OOH second • All media working together produce the greatest impact • Online, is the strongest individual media driver Secondary objectives: Movie awareness • Primary drivers: TV/Radio/OOH working together are the strongest driver, Radio/OOH are nearly as strong, Online also makes a meaningful contribution • Magazine has no positive impact Positive impression of the movie prior to seeing it • Primary drivers: Magazine, Radio/OOH then Online • TV has a very small impact • All media working together produce the greatest impact Positive brand positioning • Primary driver: Radio/OOH then TV/OOH • Magazine and Online only impact specific positioning metrics

12. Online advertising effect Purchase Consideration: If you have NOT seen Charlie’s Angels, how likely are you to see it in the theatre? (Definitely will see in theater/Probably will see in theater) Exposed Control

13. Return-on-marketing-objectives analysis • Findings: • Sometimes, there is one media that is the most cost-efficient across all media. That is not the case for CA2. • No single media achieves all the branding goals in the most cost efficient manner. • Rather… • Online (as a single media) is more cost-effective in terms of the primary objective Purchase Consideration • Online is also the most cost efficient in terms of Movie Awareness • Magazine is more efficient in building a positive impression, but does not appear to have a positive effect on any of the other metrics • The combination of all media working together is more efficient at shaping the brand perception of “Exciting, Fun, Must see in theatres” and the likelihood that the moviegoer will recommend the movie to a friend. • Implications: • Since there is no “one” media that performs best against every goal, a well balanced media mix will be more effective and efficient.

14. ROMO calculations Conclusions: • The combination of all media appear to work well in combination, however the current media mix could be fine-tuned: • The key brand metric is purchase consideration. Online is the most cost efficient driver of purchase consideration, and therefore should be increased as a share of the budget. • The budget should be drawn from Print, which produces little to no branding benefit. • Online made a more significant contribution to the overall effect of the campaign in the first few weeks. • After the movie release, the Online effect was significantly less. • Further investigation of why Online’s contribution was less after the movie was released suggests that some branding metrics (such as purchase consideration) plateau after a certain frequency. • We suggest that increases in Online budget should focus on expanding Online reach, rather than extending frequency.

15. ROMO calculations • Conclusions (continued) • While Radio does not drive the key metric of purchase consideration, it does appear to be cost effective in driving secondary branding metrics and may be underweighted in the marketing mix. • TV did not appear to be a significant brand driver, (except for creating advertising awareness). • We suggest further research on TV effect. • Out-of-home effect can not be determined, and therefore we do not recommend any changes to the Out-of-home budget. • Though, we hypothesize that Out-of-home may represent too large a share of the budget. We recommend further measurement in future campaigns to better understand the impact and cost efficiency of out-of-home advertising.

16. Recommended Mix

17. Recommended mixCA2 • The recommended mix is based on optimizing the primary objective “purchase consideration”. • The combination of all media working together had the most significant impact on the overall increase of purchase consideration. • Online independently was a strong driver of overall effectiveness and was the most cost efficient element of the mix • However, Online is currently delivering only 12% reach. • Increasing Online’s reach would produce a direct increase in purchase consideration. • While the combination of all media working together suggest the importance of maintaining the current marketing mix, Print appears to make little to no contribution to purchase consideration. • To fund an increase in Online advertising from DKK 120.000 to 200.000, we suggest drawing DKK 55.000 from Print and DKK 25.000 Out-of-home advertising. • This would allow Online reach to increase from 12% to 20% • This would result in an increase from 2.7% gain to 3.0% gain, which represents a 12% increase over the current campaign results without increasing the overall budget.