CONFIDENTIAL

Campaign brief
Marketing Manager: Vlad Vasiliu Senior Marketing Officer: Adriana Sirbu Marketing Officer: Monica Popescu

Date: 1st of August 2007

Title Identify audience profile vs Provident customer profile, understand the usage, attitudes, habits and behaviour towards local TV/National TV with local broadcasts, local press and local radio. Background Provident Financial is a leading international company specialised in providing small sum home collected loans to those on moderate incomes. These loans are administered by agents who visit the customers in their home to make collections and arrange sales. In May 2006 Provident started trading in Romania. At the end of 2006, Provident exceeded 6,000 customers. There are currently product values ranging from 400 RON to 1000 RON repaid over 26 weeks (from 400 to 800 RON) and/or 39 weeks (from 400 to 1000 RON) as first loan offered. Customers could get a second loan providing they prove good payment history. In this case, range values would be: - for 26 weeks, minimum 400 RON, maximum 800 RON - for 39 weeks, minimum 400 RON, maximum 1,500 RON - for 52 weeks, minimum 600 RON, maximum 2,000 RON. Provident customers typically borow to help manage an immediate financial need. An U&A research conducted in early 2007 showed: Aspects considered most important in choice of loan (multiple answers) Speed of getting the money first ranking, 69% Little paperwork/bureaucracy second ranking, 61% Speed of decision third ranking, 50% Not having to offer guarantees, fourth ranking, 28% Provident seek to deliver all loans within 48 hours to a customers home and because of the Agent service there was an absolute minimum amount of paperwork required and the full details of the loan were fully explained. Credit restrictions applied to Provident Financial as of October 22nd, 2006 in the sense that indebteness level could not exceed 30 to 40% of the disposable income. Objectives Identify audience/viewership/readership profile vs Provident customer profile (age, sex, education, occupation, income) in the local environment (particularly in Galati and Brasov) Identify usage and habits of Provident potential customers regarding local TV/National TV with local broadcasts, local press and local radio 1. Are they reading press? If yes, whats the frequency, what titles do they read more often, would they prefer more local vs national press? What would they think about press: is a reliable channel? Would they make any difference between advertising and advertorials? If yes, what would that be? What about those who advertise in the local press: are they perceived as credible? Would size of the ad influence their decision of calling/doing a contact action? 2. Are they listening to radio? If yes, when (timeframes?, drilldown into week days and weekend days, with breakdown by intervals morning, during the day, evening, never listen for the two periods listed) and what broadcasts? National or local? Why national, why local? Where would they listen to radio (car, home, job)? What radio stations would they listen and
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if there is any favourite one, please identify why? Would they remember any particular ad related to a financial institution? If yes, why was that: because of message or frequency? To explore on potential customers habits, perception and reaction towards local TV/National TV with local broadcasts : 1. Are they watching TV? If yes, how many hours on a daily average would they spend in front of TV (timeframes maybe) 2. When would they watch TV (timeframes)? 3. What type of programs would they prefer? 4. What TV stations? National, National with local broadcast or Local? Why National, why National with local broadcast, why Local? 5. If National TV but with Local broadcast and/or Local TV watched, what programs are you looking at? 6. Are they watching TV advertising? If yes, would they perceive there is a clear distinction between National vs Local advertising? 7. Would they trust TV commercials advertised on Local TV? What about National TV with local broadcast? Why? 8. What is their behaviour during TV advertising? Are they watching it, leaving room, switching channels? Why would they do that? For how long would they look at TV advertising? If moving to other channels would there be any special preference or just zapping? If leaving TV advertising when would they return to the respective channel? 9. What would they expect from a TV commercial? Be funny or serious, tell a story or be very direct, provide information or being emotional, be short or long, be realistic, be understood by everyone, be concise. Would that be the same for a financial service or not? Why? 10. Would they trust financial institutions advertising on Local TV? What about on National TV but with Local broadcasts? 11. Would they recall any commercials from financial institutions being advertised on the Local/National TV but with local broadcast? Why was it retained: because of message of because of frequency? Identify the barriers Provident faces in getting potential customers to apply for a loan from TV, then local press and local radio and give clear direction how to over come these barriers. Identify the impact of Provident TVC: have people seen it? How many times? When? On what channel? What did they like/dislike? Was it attractive? If yes, why? Was it credible? If yes, why? Too long or too short? What do they recall from that ad? Have they taken any action as a result of the ad? Have they called Provident to find out more about the service or called Provident for asking a loan? If they called, when did they do this: same day or next day? Have they connected TVC with any other communication materials i.e. leaflets, posters, billboards? If yes, what were the elements that made the connection?

Target Group The following distinct groups should be considered: Potential customers defined by those who would like to get a loan between 400 - 2000 RON in 48 hours, ideally matching Provident customer profile (in terms of demographics).

These groups should be taken from Galati and Brasov.

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The research proposal should recommend the most suitable groups structure in regards to the geographic location and demographic profile to meet the stated objectives.

Communication vehicles investigated Local TV and or National TV with local broadcasts, local press, local radio Methodology The research proposal should include the recommended research methodology, with the associated time and cost implications.

Deliverables Clear direction on whether TV is the right channel to use for advertising and if yes, then what should be done in order to maximise the impact of local TV (or National TV with Local broadcast): message, frequency, length, positioning, preferred programs Recommendations regarding the most efficient ways to break through the cluttered TV and media environment in general Clear direction regarding the other channels mentioned within the brief: local press and local radio are they right channels to use if yes what should be done to maximise their efficiency and impact Agency to provide written proposals in English Where focus groups are used instant translation should be provided and a DVD recording provided to the client Acceptable levels of Adhoc requests post debrief All reports to be in English and are to include clear recommendations Presentation of results and recommendations made by the agency Detailed discussion guide and or questionnaire provided in English for the clients approval