Post on 24-Feb-2016
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The ProofNewspapers reveal their unrivalled ability to increase the numbers of buyers who would ‘definitely consider’ a ford
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CrossMedia™ research helped us identify the specific role of newspapers in our communications planning and confirmed their value in ensuring Ford is high on the shortlists of our car purchasers.
Brian BissetPrimary Brand Research ManagerFord of Europe
Our integrated multi-media campaign was carefully planned to ensure that each channel’s performance was optimised, and the whole campaign delivered successful results for the Ford brand. With highly effective creative executions and newspapers’ ability to affect consumer opinions, we were able to maximise the power of the campaign.
Lyn West Advertising and Sponsorship ManagerFord of Britain
FordThe client’s view
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Ford’s successful multi-media campaign increased all brand measures, with clearly defined benefits from each medium used. The test revealed compelling insight into the impact of newspapers:
• Newspapers are the most cost-effective medium for driving consideration– Newspapers had the strongest effect on ‘definitely consider’ Ford, driving 62% of the uplift,
although accounting for only 16% of media spend
• Newspapers are highly cost efficient at moving the needle on brand measures– Newspapers also contributed strongly to higher levels of recommendation and shifting brand perceptions.
Overall, newspapers delivered the biggest effects on core brand measures, at the lowest cost
• Newspapers are brilliant for getting information across– Brand campaigns which provide the evidence and benefits that trigger people to purchase work
particularly well in newspapers
• Multiple executions deliver a multiplier response– The more newspaper executions people saw, the more deeply the campaign communicated.
Re-appraisal and call to action also increased
• Newspaper digital advertising drives deeper involvement with the brand– Extending the newspaper campaign into digital formats boosted Ford website visits and engagement
FordHeadline results
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ObjectiveEncourage as many people as possible to put Ford on their shortlist when buying a new car
Communications strategyBring to life Ford’s core principles of offering exceptional technologies & value for money pricing, both as standard.
TV – emotional engagement, high reach and visibility
Radio – engagement and information
Newspapers – depth of information and call to action
Outdoor – impact and on street presence
Digital newspapers – drive website traffic (added later, low spend)
FordTest detail
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FordTest detail
Media Plan
Jun 11 July 11 Aug 11 Sept 11 £m
MediaTarget audience:
Adults aged 18-65
Newspapers 0.7
TV 2.3
Radio 0.8
Outdoor 0.9
Digital newspapers 0.07
Research DatesMillward Brown CrossMedia™
Nielsen Digital tracking
Source: NMR/BARB/NRS
781 GRPs
929 TVRs
During/PostPre
During
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Research method & sample2000 adults aged 18-65 who currently hold or applying for a UK driving licence. Open to buying a brand new car
Millward Brown’s CrossMedia™ modelling analysed effectiveness of multi-media campaign, and determined the contribution of each element
Detailed media consumption data frequency of exposure to each medium for each respondent compare differing responses when exposed to different media and different OTS how much each medium affects changes in brand measures
Digital newspapers excluded from main model as too few cookies in sample, so special digital newspaper analysis using Nielsen UKOM data
FordTest detail
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FordThe creative work
Newspaper creative
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FordThe creative work
TV creative
Outdoor/transport creative
Digital newspaper creative
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The FindingsBrand response
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FordNational newspapers are the most powerful medium for driving definite consideration of Ford
48
16
18
18
Share of spend*
*Digital newspapers excluded as reach too low
%
15
62
185
Share of uplift in “definitely consider” Ford
%
Newspapers
TV
Radio
Outdoor
Newspapers
TV
Radio
Outdoor
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FordNewspapers are the lowest cost medium for driving Ford consideration
Cost of 1% uplift in Ford consideration£m
Newspapers Radio TV
£0.35
Outdoor
£1.33
£4.98
£4.41
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FordNewspapers’ impact could not be achieved other media in the campaign
What would happen to definite consideration of Ford if newspapers were excluded?
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Total media contributionExcluding Newspapers
Incr
ease
in d
efin
ite c
onsi
dera
tion
of F
ord
% spend
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FordNewspapers also encourage increased recommendation
48
16
18
18
Share of spend*
*Digital newspapers excluded as reach too low
%
20
28
17
36
Share of uplift in “definitely recommend” Ford
%
Newspapers
TV
Radio
Outdoor
Newspapers
TV
Radio
Outdoor
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FordNewspapers deliver big effects at low cost
Cost efficiency versus upliftAverage across Ford awareness, consideration, recommendation and opinion metrics
Cos
t of 1
% u
plift
(ind
exed
)
Size of uplift (indexed)
50
100
150
200
0 50 100 150 200
Newspapers
TV
Radio
Outdoor
15
1628
48 29
18 33
18 11
FordNewspapers contribute to improvements in Ford brand perceptions
Brand perception statements – overall effect across 37 image, personality and feelings statements
Newspapers
TV
Radio
Outdoor
%%
Share or upliftShare or spend
16
The FindingsCommunication response
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FordNewspaper ads are actively engaging
Newspaper involvement diagnostics
MB UK Norm“Ford Standard”newspaper ads
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FordNewsworthy, strongly-branded newspaper campaign achieves high recognition
Newspaper ad recognition% recognising
41
20
Any ‘Ford Standard’ newspaper ad Millward Brown print norm (326 ads)
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FordNewspaper ads prompt higher levels of re-appraisal
Advertising measures – Re-appraisalSurprising and gets me to think differently about FordTop 2 Box %*
46
Radio
*Agree strongly/slightly
51
63
NewspapersTV
20
FordNewspaper ads create stronger call to action
Advertising measures – Call to actionGives me a reason to go out and buy a FordTop 2 Box %
42
Radio
34
58
NewspapersTV
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FordNewspaper ad communication strengthened by multiple executions
Communication of newspaper ads % answering strongly suggests
Ford gives you more features as standard
Ford cars come with the latest technology as standard
Ford are an innovative brand
1-2 ads 3-5 ads All 6 ads
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FordRe-appraisal and call to action boosted by multiple newspaper executions
Re-appraisalSurprising and gets me to think differently about Ford
Call to actionGives me a reason to go out and buy a Ford
1-2 ads 3-5 ads All 6 ads
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The FindingsDigital newspapers
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FordFord website visits and engagement boosted by digital newspapers
Increases among exposed versus control (unexposed) matched sample
+12.5%
Ford website unique visitors
Pages visited on Ford website
Time spent on Ford website
+17.4%
+22.3%
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The FindingsMedia learning
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FordFord’s multi-media campaign builds reach and improves brand metrics
TV• Strongest impact on emotional measures• Impact on consideration and
recommendation lower than newspapers, and at much higher cost
Radio• Highly cost-efficient for building emotional
measures• Impact on consideration and
recommendation lower than newspapers, and at higher cost
Outdoor• Primarily boosted recommendation
Newspapers• Drove majority (62%) of consideration,
at lowest cost• Best payback on investment for increasing
key Ford measures
% reach
Incremental Non TV Reach:
14.2%
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FordMultiple newspaper executions built consideration through the campaign
Frequency curve for “definite” consideration
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FordFord study builds further evidence of newspapers’ effect on consideration
Pre-post studies for 18 brands show average increase in consideration more than tripled when people see newspaper advertising as well as TV
Pre-post % point increase in considerationAverage across 18 brand tests
Source: Millward Brown
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FordFord study build further evidence of newspapers’ effect on consideration
Millward Brown CrossMedia™ modelling for E.ON and NESCAFÉ campaigns demonstrate how newspapers are both powerful and cost-effective at raising consideration
NESCAFÉ Newspapers accounted for 18% of spend but delivered 31% of increase in consideration
E.ONNewspapers accounted for 15% of spend but delivered 32% of increase in customer consideration
Cost of 1% uplift in NESCAFÉ consideration£m
Newspapers TV Outdoor
£0.37
Online
£0.98No
effect
£5.92