314 CHAPTER 9 ADVERTISING RESEARCHTable 9.3 WFL image pre-test, objectives and results18–34 year olds Pre-test March 2010 (%) Objectives 2010 (%) Results 2010 (%)
Image parameters
Exciting 27 40.3 44
Sympathetic 18 30 41
Modern 20 32.4 41
Is a happy, fun, playful game 19 31.2 44
Is a brand that is close to me 15 26.4 30
Is a game that fits me 15 26.4 39
I want to play the game 23 35.8 45
WFL increases my peace of mind 57 68.4 73
Dec. 2009
Motivation to play 24 40.6 44The main campaign medium was radio. Radio advertis-
ing combines image and activation, and allows the brand
to be cost-efficiently omnipresent for a long period. TV
spots were used to effectively demonstrate the emotional
proposition, and because the core target group of WFL
are frequent viewers. WFL also sponsored music festivals
and in that way reached more than 1 million youngsters
during the summer of 2010. The Facebook page attracted
more than 5000 new fans during this festival period. This
resulted in the following media mix: TV, 42%; radio, 38%;
event sponsorship, 18%; point-of-sale, 2%.A campaign with a huge impact
Despite a continuing decrease in the number of retail out-
lets (−240 in 2010), the campaign realised impressive
commercial results.
At the end of 2010, WFL turnover increased by 7.8%
compared with 2010, thereby substantially exceeding the
target increase of 1%. This accounts for an extra turnover of
€4.9 million. Total sales of WFL in 2010 were €67.44 mil-
lion. The penetration and conversion among the young
target groups increased as projected (see Table 9.3 ). Per
campaign wave, sales increased substantially, but also, in
between waves, sales remained high, a remarkable result
for an impulse product (see Figure 9.8 ).
Table 9.3 shows the image of WFL in March 2010 ( just
before the campaign), the objectives with respect to a
number of relevant image parameters, and the results after
the campaign. The campaign has improved the key image
parameters substantially, well above the objectives. Table 9.4
shows brand awareness and commitment. Also, spon-
taneous brand awareness and commitment have evolved(^)
Source : Nationale Loterij, Belgium.
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