Coca Cola Light Lemon CrossMedia Research MSN Spain

Along with each one of the followed steps throughout the advertising campaign designed by the brand, an online survey has been carried out in order to learn about the campaign efficiency. Furthermore, such online survey was implemented also before and after the campaign. The people who answered the survey were identified by cookies and organised by demographic and social variables that helped to find out the probabilities they had of being hit by the campaign in any other media. We used such information to create 4 different groups: CONTROL G. NOT HIT BY ANY MEDIA People who answered the survey before any advertisement took place in mass media. Methodology

HIT BY THE ONLINE CAMPAIGN People who answered the survey and who were identified by COOKIES as users hit by the online campaign. INTERNET G. Along with each one of the followed steps throughout the advertising campaign designed by the brand, an online survey has been carried out in order to learn about the campaign efficiency. Furthermore, such online survey was implemented also before and after the campaign. The people who answered the survey were identified by cookies and organised by demographic and social variables that helped to find out the probabilities they had of being hit by the campaign in any other media. We used such information to create 4 different groups: Methodology

NOT HIT BY THE ONLINE CAMPAIGN HIT BY THE OFFLINE MEDIA CAMPAIGN People who answered the survey and who had NOT been hit by the online campaign. OFF LINE G. Methodology Along with each one of the followed steps throughout the advertising campaign designed by the brand, an online survey has been carried out in order to learn about the campaign efficiency. Furthermore, such online survey was implemented also before and after the campaign. The people who answered the survey were identified by cookies and organised by demographic and social variables that helped to find out the probabilities they had of being hit by the campaign in any other media. We used such information to create 4 different groups:

HIT BY THE MULTI-MEDIA CAMPAIGN People who answered the survey and who had been hit by the campaign in any media. MULTI-MEDIA G. Methodology Along with each one of the followed steps throughout the advertising campaign designed by the brand, an online survey has been carried out in order to learn about the campaign efficiency. Furthermore, such online survey was implemented also before and after the campaign. The people who answered the survey were identified by cookies and organised by demographic and social variables that helped to find out the probabilities they had of being hit by the campaign in any other media. We used such information to create 4 different groups:

12 th – 19 th June:CONTROL Group NOT HIT BY ANY MEDIA People who answered the survey before any advertisement appeared in any mass media COMPARATIVE PROCEDURE PRODUCT ALREADY PLACED IN Stores BRAND AWARENESS Possible PRODUCT awareness The initial situation… 12 th June, 2003 The beginning of the research Project Development

20 th – 24 th June: INTERNET Group HIT BY THE ONLINE CAMPAIGN MEDIA People who answered the survey and who were identified by COOKIES as users hit by the online campaign. PRODUCT placed in Stores Highly useful in order to analyse the ONLINE CHANNEL performance Relative evaluation of POTENTIALITY. Scarcely 5 days of exposure on the INTERNET Possible PRODUCT awareness 9,825,956 Impressions 21,663 Clicks 0.22% Rate 14% of total amount of impressions and 24% of clicks. 12th June, 2003 The beginning of the research 18th June 2003 The Beginning of the Online Campaign INTERNET Project Development

7 points more of proper connection between the campaign Claim and Coca Cola Light Lemon! Internet Group Control Group 11 points more of Unaided awareness of Coca Cola as a brand that offers beverages with Lemon! Internet Group Control Group JUST hit by the Online Campaign (5 days) NOT hit by the Campaign AWARENESS : Coca-Cola as a brand that offers Beverages with Lemon Proper Connection between the campaign CLAIM and Coca Cola Light with Lemon After the Online Campaign… +11 points +7 points The Internet Contribution

68,704,626 Impressions 90,850 Clicks 0,1% Rate INTERNET 97.8 % Coverage 27.8 OTS 2,714.5 Grp’s TV PRESS & MAG % Coverage 3.8 OTS Grp’s 41.9 % Coverage 2.29 OTS 96.1 Grp’s 9,681.4 Impacts (000) Magazines Supplements 35.5 % Coverage 3.42 OTS Grp’s 12,259.7 Impacts (000) 12 th June, 2003 The Beginning of the Research 18 th June, 2003 The Beginning of the Online Campaign 25 th June, 2003 The Beginning of the Multi-media Campaign: Project Development

HIT BY THE MULTI-MEDIA CAMPAIGN: Internet, Magazines, Supplements, TV, and Outdoor People who answered the survey and who were hit by the campaign in any media. PRODUCT placed in Stores. Multi-media Campaign length: 2 months. Possible PRODUCT awareness 25 th Jun – 18 th Aug: MULTI-MEDIA Group GLOBAL results measured by the online research. 12th June, 2003 The Beginning of the Research 18th June, 2003 The Beginning of the Online Campaign 25th June, 2003 The Beginning of the Multi-media Campaign: Project Development

AWARENESS : Coca-Cola as a brand that offers Beverages with Lemon Proper Connection between the campaign CLAIM and Coca Cola Light with Lemon After the Multi-media Campaign INCLUDING the Internet… JUST hit by the online campaign (5 days) NOT hit by the campaign EVERY media +33 puntos +11 puntos Internet Group Control Group Multimedia Group 33 points more of Unaided awareness of Coca Cola as a brand that offers beverages with Lemon! Internet Group Control Group Multimedia Group 11 points more of proper connection between the campaign Claim and Coca Cola Light Lemon! Total Contribution of the Campaign(Off + On line)

% of individuals that remember, after one OTS, the brand without any prompting or mention of the brand name. Each online impact achieves a greater recall than any other media’s. The unaided recall is built faster… Furthermore, … INTERNET G. Only 1 OTS was needed in order to achieve 45% of unaided brand awareness! OFF LINE G. To achieve the same results in Off Line Media, 3 OTS are required. Contribution by Media

Just Off line* (TV + Print Media) + Off line + INTERNET UNAIDED AWARENESS of Coca Cola as a brand that offers beverages with lemon raises 2% when the media planning includes the internet as advertising channel. +2% to Off Line Media + Just Off line* (TV + Print Media) Off line + INTERNET +2% PROPER CONNECTION between the campaign claim and Coca Cola Light with Lemon raises 2% when the media planning includes the internet as advertising channel. Just Off line (TV + Print Media) + Off line + INTERNET +6,3 points BUYING INTENTIONS raise 6.3 points when the media planning includes the internet as advertising channel. Cross Media Analysis: The Internet Contribution

Multi-media Group Off Line Group One month later... UNAIDED BRAND AWARENESS From 3 rd to 6 th October points Integrating the Internet as an advertising channel within the multi-media campaign has fostered a 5% increase in unaided brand awareness in the medium term. Cross Media Analysis: The Internet Contribution

Cost per Increased Point (in euros) The Internet is 20 times cheaper! Off Line Internet Increased Points Off Line Internet Increased Points Cost per Increased Point (in euros) Investment per Media Internet TV Print Media The internet is 40 times cheaper! Cross Media Analysis: Cost of Advertising AWARENESS : Coca-Cola as a brand that offers Beverages with Lemon Proper Connection between the campaign CLAIM and Coca Cola Light with Lemon

- From 2% to 13% increases in AWARENESS AND BEHAVIOUR indicators. High Return on Online Advertising Investment regarding cost per point of awareness. Cross Media: Including the Internet in the Media Planning… - The Internet improves the main indicators for non-exposure to advertising audiences. - Not only each online impact achieves a greater recall than any media. The unaided recall is built faster... And Also..., in the medium term, brand awareness remains longer if the media planning includes the internet as an advertising channel. - But also, in the medium term, brand awareness remains longer if the media planning includes the internet as an advertising channel. Conclusions