Hengjie - 2021 Study on High-Speed Rail Advertisement Effect Monitoring
Case Details
Company Profile Hengjie Sanitaryware Group Co., Ltd. was founded in 1998 and has grown into a well-known integrated sanitaryware brand in China through 23 years of efficient development. Guided by the brand philosophy of 'Steadfast in Heart, Dedicated to Quality,' Hengjie has consistently emphasized product quality and service innovation, continuously expanding its market presence and has repeatedly received accolades such as 'Top 10 Leading Integrated Sanitaryware Companies' and 'Top 10 Sanitaryware Brands in China.' Hengjie now stands as a key representative in China's premium sanitaryware sector.
Research background
To enhance brand awareness and positive sentiment among national consumers and reinforce its premium brand image, Hengjie launched a concentrated advertising campaign across 300 high-speed rail trains in 2021, utilizing voice announcements, LED scrolling displays, and interior door advertisements. The company aimed to maximize advertising effectiveness by leveraging the high-speed rail's extensive reach. To evaluate the performance of this campaign and guide future advertising strategy optimization, Hengjie decided to conduct on-site monitoring of the advertising impact. Research Scope In June 2021, CEIDEA Research was commissioned by Hengjie Sanitaryware Group Co., Ltd. to monitor advertisements on 10 high-speed rail trains during the Dragon Boat Festival holiday (June 12 to 14). The study primarily involved observing and recording the placement and status (including audio and visual formats) of the advertisements, while also conducting on-site intercept interviews with passengers to assess their awareness, recognition, memory keywords, and overall preference for Hengjie's advertisements. This approach enabled a comprehensive evaluation of the overall advertising effectiveness. Expected Outcomes Through this research, Hengjie will obtain key data on the reach, visual recognition rate, and brand association of high-speed rail advertising. The study will provide in-depth insights into passengers' feedback regarding the content and format of the advertisements. The findings will offer quantifiable recommendations for Hengjie in areas such as advertising strategy, creative content, and media selection, further improving return on advertising investment and enhancing overall brand communication effectiveness.
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