1. Monitoring the refreshed MTA brand Q4 Report (Apr-Jun 2016)
Prepared for Motor Trade Association

2. Background and methodology
Two new creative ads launched first quarter of 2015 (Jul-Sep).
Part of strategy to refresh the brand and broaden appeal
“Astronaut” and “Gift Card” – featuring a young family and the executional style conveying a warmer personality
MTA strategy a long term one that will take time to evolve
Benchmark of public knowledge and brand perceptions in June
Four waves of data collection – July-Sept (Q1), Oct-Dec (Q2), Jan-Mar (Q3), Apr-Jun (Q4)
Method: Online survey with TVCs shown
Target audience: car owners and decision makers aged who adhere to WOF/licensing requirements and who use a mechanic to service their vehicle
Sample size: 400 interviews each quarter spaced out 133 per month
Questions related to: Brand image, Experience using MTA members, Knowledge of the benefits provided by members, Use of gift cards, Brand attitude.

3. Executive summary
Visibility of the Astronaut ad has reduced, whilst visibility of the gift card ad has remained consistent with Q3 results.
Positively, likeability and positive perceptions towards MTA regarding both ads have improved this quarter. This has been driven mostly by increases in positive perceptions in males.
The core message out-takes from both ads remain mostly on-strategy. Negative perceptions remain generally around the style of the execution being too gimmicky, and not suiting peoples’ personal tastes. For some, the Astronaut ad specifically lacks in telling a clear message about what MTA does and why they should choose them. The high-tech message may also not be such a believable link for some.
Overall MTA brand associations and member brand association results are showing mixed results this quarter, with no clear trend. Positively, associations with being professional, knowledgeable and friendly and approachable have improved this quarter for overall MTA brand associations.
NPS amongst MTA customers had decreased from 30 in Q3 to 19 in Q4. It should be noted however, that this is also based on a smaller number of motorists in the sample that are customers, compared to previous quarters. An NPS score of 19 is still a good score, and preference of these customers remains largely with MTA members, and at levels consistent with previous quarters.

4. Although visibility of the “Astronaut” ad continues to decrease, likeability has increased, mostly driven by male perceptions improving
The proportion of people that have seen the Astronaut ad has decreased again quarter on quarter, from 28% in Q3 to 22% in Q4.
Likeability has improved, and overall likelihood to use MTA and positive perceptions about MTA have improved again this quarter. This has been driven mostly by males, with increases in positive perceptions compared to Q3 results. Q1 Q2 Q3 Q4
Change
Like the ad (Yes)
Females
45%
51%
48%
+3%
Males
39%
42%
44%
50%
+6%
More likely to use MTA (Yes)
29%
30%
33%
31%
-2%
22%
28%
37%
+9%
More positive about MTA (Yes)
52%
57%
53%
+1%
43%

5. Likeability driving behaviour and attitude
Motorists who like the ad continue to be more likely to use an MTA member and feel more positive about the organisation/brand than those who don’t like the ad.
Amongst those who like the ad, likelihood to use and positive impressions remain high.
There continues to be a substantial number of people who like the ad, but have not been influenced by it to feel more positively towards the MTA brand or more likely to use an MTA member. This suggests that the benefits of using an MTA member, and the overall MTA brand pillars are not being received strongly enough.
Total sample
More likely to use MTA member?
Feel more positive about MTA? Q2 % Q3 Q4
Yes No
Not sure
Like the ad a lot 14 16 32 5 4 24 3 2
Like it a little 29 36 49 22 45 53 12 26
Total likeability 46 50 81 28 48 77
Its okay 35 31 40 18 43 52
Doesn’t do much for me 20
Don’t like it at all 1 6

6. On-strategy messages continue to be taken from the ad, but the execution style doesn’t sit right with everyone
Positives from those who like the ad continue to be along the same line: the ad was straight to the point, got the message across in an interesting and different way with the space theme and link to technological advancement, it was eye catching and engaging with the music and visuals. There was also a clear link with being family orientated.
Messages taken from the ad continue to be mostly on-strategy:
MTA members are experts
Modern cars are technologically advanced and you need experts to fix/maintain them
MTA members have the latest technology
MTA members are reliable, trustworthy professionals. The job will be completed to a high standard of workmanship.
MTA members will keep your vehicle safe, for you and your family.
Go to an MTA member for repairing and servicing your car
Amongst those who do not like the ad, the continuing themes coming through are that of the ad being gimmicky, it doesn’t stand out enough, and lacks in telling you about MTA and what it does. The high-tech facts are not believable for some, and may not be relatable to some motorists as well.

7. Visibility of “Gift card” ad stable, improvements in likeability and positivity towards MTA mostly driven by improvements in male perceptions
The proportion of motorists who have seen the gift card ad has remained consistent with Q3 results, while overall likeability for the ad has improved from 46% in Q3 to 49% in Q4.
Improvements from Q3 can also be seen in clarity of the MTA name (1%), and positivity about MTA (3%).
Overall, improvements are mostly driven by males. Q1 Q2 Q3 Q4
Change
Seen the ad (Yes)
Females
28%
38%
33%
31%
-2%
Males
35%
36%
30%
+1%
Like the ad (Yes)
44%
51%
50%
41%
42%
48%
+6%
More positive about MTA (Yes)
45% -
40%
+5%

8. Some improvements in overall brand associations
Associations with professionalism, knowledgeability and being friendly and approachable have shown good gains this quarter.
Which of the following do you associate with Motor Trade Association?

9. Which of the following do you associate with Motor Trade Association?
Brand perceptions largely similar or strengthening amongst both females and males
Overall, females continue to have stronger overall brand attribute associations with MTA. Notable improvements can be seen this quarter regarding professionalism and knowledgeability.
Which of the following do you associate with Motor Trade Association?

10. Overall, mixed results regarding strength of member attribute associations comparing females and males to the previous quarter
Both females and males show some slight increases and decreases in attribute associations, but overall, not substantial or highlighting a specific trend.
Thinking more about MTA members, please tick all the attributes you associate with repairers, motor vehicle dealers and service stations who are members of MTA?

11. Majority of motorists continue to feel comfortable approaching an MTA member, although an uncertain segment of the population still remain
More than three quarters of motorists would be happy to take their car to an MTA branded workshop.
20% of the public are not sure or wouldn’t feel comfortable visiting an MTA branded workshop. Education on the key benefits is still needed amongst a substantial proportion of motorists.
If you heard a noise in your engine, would you feel comfortable driving into an MTA branded workshop and feel they would accept you for who you are and give you expert professional advice?

12. NPS drops back from Q3 high, although still a good score
Although NPS has decreased compared to Q3 results, relatively speaking, an NPS of 19 is still a good result, and is above Q1 & Q2 results. The number of motorists that have used an MTA member in the past 6 months has also dropped back this quarter, so this should be taken into account when interpreting this NPS score.
For those customers that have used an MTA member knowingly in the past 6 months, preference has remained reasonably consistent with Q3 results, with most preferring to use MTA members.
How likely to recommend MTA member to a family member, friend or work colleague?
Customers: what is your attitude to using an MTA member?
Benchmark % Q1 Q2 Q3 Q4
Promoters (9-10) 38 28 31 43 35
Passive (7-8) 46 50 44 49
Detractors (0-6) 16 26 19 13
NPS (Promoters minus Detractors) 22 2 12 30
Base (knowingly used a member in the last 6 months) 89 82 90
100 74
Benchmark % Q1 Q2 Q3 Q4
Prefer to use MTA 90 79 73 81
Total consider MTA 98 95 94 97
Don’t know much about MTA 1 4 2
Would not use MTA
Base (knowingly used a member in the last 6 months) 89 82
100 74