1. Gillette & MSN Mark Charkin – Regional Sales Manager
Phil Bird – International Research Manager
Gareth Breton – Dynamic Logic

2. MSN Worldwide – Topline Facts
35 countries worldwide, 18 languages
Surpassed Yahoo in reach and revenue
Over 250 million unique users come to MSN a month (globally)
#1 reach in 11 countries
Top 3 reach in 22 markets
#1 WW service – Hotmail > 130million active users
#1 WW Messenger service > 85million active users
#1 in Europe
In top 3 in 14 of the 16 markets
Ahead of both Yahoo and AOL in overall reach & rank
Strongest growth in reach & minutes compared to competitors
Strong vertical development in MSN Cars, MSN money and MSN Entertainment etc
Territories:
Total Unique users expected during campaign period:
Total Page impressions expected during campaign period:
Formats and creative ideas:

3. AdIndex Advertising Effectiveness Research
Provided for: &
August 20, 2003
Top-line report
Prepared by: Wendy Kong

4. Research Background
MSN wanted to objectively quantify the impact of the online advertising campaign for Braun
Dynamic Logic was selected to conduct the third party research
The intent of the research was to quantify the value of ALL impressions, not just those clicked on
Metrics examined:
Unaided Brand Awareness
Aided Brand Awareness
Online Ad Awareness
Message Association
Brand Favourability
Purchase Intent
Findings are based on a large sample
n = 794 (386 Control / 408 Exposed)
All respondents were recruited between 6/5/03 and 6/9/03 for Control and between 6/30/03 and 8/1/03 for Exposed
Respondents were recruited from MSN

5. AdIndex Methodology: Pre / In-Market
AdIndex uses a control-exposed methodology that measures the branding value of online ad campaigns as they run live across a site or set of sites. In this case, a Pre-Wave Control Group (Group B) was surveyed prior to the launch of the campaign. The Exposed Group (Group A) was surveyed during the course of the campaign.
Do the results indicate a difference?
Did they see the campaign?
Exposed*
Yes
Yes
Since a major difference between groups A and B is the presence of the creative, we attribute the lift to the campaign
Both groups are surveyed about their attitudes toward the brand in the creative* A
Pre-Wave Control* No B
* Both groups are random samples from the same population (they are statistically the same people)

6. How do you measure where consumers are in the continuum?
The Hierarchy of Advertising Effects
How do you measure where consumers are in the continuum?
Brand Awareness
Measures the level of familiarity respondents have with the brand (aided and unaided) 1.
First, consumers need to be aware of a brand
Message Association
Measures the extent to which respondents can match the messages and/or concepts in the creative to the brand 2.
Then they need to understand the value to them, or what the product is used for
Brand Favourability
Measures the extent to which respondents have a positive or favorable opinion of the brand 3.
The consumer forms an opinion about the brand
Purchase Intent
Measures the likelihood of respondents to purchase the brand in the future 4.
Finally, the consumer decides whether he or she is likely to purchase the brand

7. “Smooth Skin for Weeks”
Creative Units
Message Association:
“Smooth Skin for Weeks”

8. Definition of Brand Metrics
Unaided Brand Awareness – Measures top of mind awareness respondents have of Braun
Question: When thinking of epilators for women, what brand comes to mind first?
Aided Brand Awareness - Measures respondents’ familiarity with Braun
Question: Have you heard of the following brands of epilators for women?
Online Ad Awareness - Measures whether respondents recall seeing Braun advertising online
Question: Do you remember seeing any advertising on the Internet in the past month for any of the following brands?
Message Association - Measures the extent to which respondents can match the message in the creative with Braun
Question: Which of the following brands, if any, uses the following message in its online advertising?
“Women deserve a little extra. Extra alone time. Extra sleep. Extra comfort.
“Smooth Skin for Weeks”
Brand Favourability - Measures respondents’ overall opinion of Braun
Question: How would you describe your overall opinion about each of the following brands of women’s epilators?
Purchase Intent - Measures respondents’ likelihood to purchase epilators from Braun in the future
Question: How likely are you to purchase the following brands of epilators for women (in the next 12 months)?

9. Overall Campaign Results Brand Metrics
Campaign was successful at keeping brand top of mind, as there were increases in Unaided Brand Awareness and most awareness metrics
Aided Brand Awareness was already maximized at a score of 98.3%
The increase in top of mind awareness increases the likelihood that consumers will include Braun in their consideration set during the purchase cycle
Overall Respondents
Control
Exposed
Difference
Impact
Unaided Brand Awareness
53.7%
59.1%
+5.4*
10%
Aided Brand Awareness
98.3%
98.7%
+0.4 0%
Online Ad Awareness
19.6%
40.7%
+21.1*
107%
Message Association
19.9%
31.9%
+12.0*
61%
Brand Favourability
67.4%
68.4%
+1.0 1%
Purchase Intent
74.0%
73.8%
-0.2
Sample Size
408
386
Analyst theory
*Statistically significant difference between control and exposed group at a 90% confidence level Lift = (Exposed-Control) / Control

10. Relative Difference (Impact)
Braun Campaign vs. MarketNorms† Relative Difference (Lift)
Campaign outperformed MarketNorms Europe in Online Ad Awareness and Message Association
Relative Difference (Impact)
*MarketNorms Q1/03 (overall n=117,411)

11. Campaign Summary Allows tracking and analysis of the amount
led to 3000 visitors on the
Braun.com / Turkey Promotional page
which lead to 1000 visitors on Gima.com's
Braun Store
6500 Clicks on the ad's on MSN
Allows tracking and analysis of the amount
of traffic incurred during the promotion
from beginning to end