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Nescafe gold crema ooh driving brand awareness and equity (slideshare)

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Research conducted by brand tracking specialists Millward Brown, in conjunction with Nestle and Posterscope. It proves how traditional OOH is still a great brand building medium which drives significant increases in brand awareness, trial and importantly brand equity for the new product Nescafe Gold Crema.
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Measuring the impact of OOH activity on the Nescafe Gold Crema launch Prepared for: Posterscope & Nestle Prepared by: Millward Brown 2012
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Page 1: Nescafe gold crema   ooh driving brand awareness and equity (slideshare)

Measuring the impact of OOH activity on the Nescafe Gold Crema launchPrepared for: Posterscope & NestlePrepared by: Millward Brown 2012

Page 2: Nescafe gold crema   ooh driving brand awareness and equity (slideshare)

48 Sheets/BillboardsNational Conurbations

Gold Crema Media Activity

1st-14th October

Note: Press was also running at this timeNational publications

Page 3: Nescafe gold crema   ooh driving brand awareness and equity (slideshare)

952 nationally representative sample of adult (age 25-55) chief/joint shoppers who are non-rejectors of instant coffee or drunk instant coffee at home in last 3 months

Gender, age and regional location to nationally representative proportions

All respondents travel on some mode of transport everyday and therefore had an opportunity to be exposed to the campaign

Research Sample and Methodology:

Who?

When? October 2012

Note: Data will also be integrated from the Millward

Brown 2012 Coffee Equity Study and 2012 Nestle Coffee Advertising Tracker

Repeat dip of Coffee Equity study, including recognition questions for each OOH execution*

CAWI (Computer aided web interviewing)

What?

Page 4: Nescafe gold crema   ooh driving brand awareness and equity (slideshare)

Have you seen this poster advert for Nescafe Gold Crema before today?SHOW EXECUTION IN SITU.

To derive impact of OOH activity, brand metrics compared between those aware of brand, but:

Not see either OOH execution;

Seen either OOH execution,

Seen both OOH executions.

Analytical Approach:

Yes - definitelyYes - probablyNo

Page 5: Nescafe gold crema   ooh driving brand awareness and equity (slideshare)

Good Recognition Levels

15%

17%Crema by name… Smooth just got…

16-24 (n=66) 29 35

25-44 (n=176) 16 17

45+ (n=259) 10 13

Recognition by age (Main Coffee Equity Dip)

Source: Posterscope Dip. Base: Total sample (n=952);

Only ‘Smooth just got…’

Only ‘Crema by name…’

Both

11%6% 4%

Duplicated vs solus reach:

21% saw OOH advert

Page 6: Nescafe gold crema   ooh driving brand awareness and equity (slideshare)

Adverts communicated the product newsDelivered the ‘smooth taste’ messageWere well branded to Gold Crema

48%

NEW INFO

73%

CREMA IS NEW

THINK DIFFERENTLYABOUT GOLD BLEND

69%

BRANDINGNESCAFE

67%

BRANDINGCREMA

COMMUNICATIONBRANDING NEWS

NESCAFE GOLD CREMA IS..

Source: Coffee Advertising Dips. Base: 25-55yr olds (n=120)

IS A SMOOTHER TASTING INSTANT COFFEE

A NEW INSTANT COFFEE FROM NESCAFE GOLD BLEND

IS AN INSTANT COFFEE WITH A GOLDEN CREMA

53%

40%

30%

30%

THINK DIFFERENTLYABOUT GOLD BLEND

MB Outdoor Branding Norm:

59%

MB OutdoorKey Message Communicated Norm:

59%

MB Outdoor ‘New Info’ Norm:

43%

Page 7: Nescafe gold crema   ooh driving brand awareness and equity (slideshare)

‘Smooth just got smoother’ was the preferred OOH creative

14

17

22

23

25-55yrs%

Q26CP Which particular adverts did you like? Q27CP Why did you like this advert more than others?

it was simple and clear

Source: Coffee Advertising Dips. Base: 25-55yr olds (n=120)

OOH

OOH

Press

Press

It demonstrated exactly what was different about the coffee

The simplicity of ‘Smooth just got…’ better delivers Crema’s USP

Direct, noticeable, but not in your face, cohesive

Page 8: Nescafe gold crema   ooh driving brand awareness and equity (slideshare)

OOH campaign had a significant effect on Gold Crema, driving Awareness and Trial of this NPD

Gold Crema: Oct ‘12

Source: Posterscope Dip. Base: Total sample (n=952)Significantly higher than ‘Recognised neither’ at 95% confidence interval

Buy nowadays

Ever tried

Aware

Nescafé Gold Crema Total Sample: %

Recognised either: % Recognised both: %

Recognised neither: %

-1%pt

-3%pt

-6%pt

+4%pt

+8%pt

+24%pt

+7%pt

+11%pt

+29%pt

Buy nowadays

Ever tried

Aware

Base Level

Base Level

Base Level

Page 9: Nescafe gold crema   ooh driving brand awareness and equity (slideshare)

OOH campaign had a significant impact on Gold Crema Equity

Equity drivers: Gold Crema

Emotion affinity PopularityDifferentiation Value Leadership

Heard of Gold Crema Base Level Base Level Base Level Base Level Base Level

Recognised either +10%pt +19%pt +12%pt +7%pt +3%pt

Recognised both +17%pt +22%pt +21%pt +13%pt -

The OOH activity helping to influence the love, value, differentiation and leadership credentials of this product

Significantly higher than ‘Heard of Gold Crema’ at 95% confidence interval

Nescafé Gold Crema

Source: Posterscope Dip. Base: Total sample (n=952)

Page 10: Nescafe gold crema   ooh driving brand awareness and equity (slideshare)

The OOH campaign helped generate Differentiation for Crema relative to the premium competition

04/11/2023

||

|

• Most popular• Feel good about drinking

regularly• Everyday reward• Quality everyday

moments

• Coffee aroma• Gets you going

in the morning• Tastes great• Brand for me

• Trust• Available

• Coffee aroma• Available

Source: Posterscope Dip. Base: Heard of brand

• Brand I would pay more for• High quality

• Proud to share with friends• Coffee expertise• Sophisticated• Full flavoured

• High quality• Coffee expertise• Sophisticated

• Coffee connoisseurs• Full flavoured

• For drinking with others

• For everyday• Available

Offers something different

Kenco Rich/Smooth Roast

Douwe Egberts Pure Gold

Carte Noire

Nescafe Gold Blend

Page 11: Nescafe gold crema   ooh driving brand awareness and equity (slideshare)

The OOH campaign helped bring new customers in to trial Gold Crema

04/11/2023

34% buy Gold Blend nowadays

Gold Crema Trialists

Limited evidence of misattribution in trial of core Gold Blend and Crema

In fact, most Crema trialists are not regular Gold Blend drinkers

Gold Blend Gold Crema

Buy nowadays

Ever tried

Aware

Brand Health: Total Sample

37% have not bought Gold Blend

21% have bought Gold Blend before, but

not in the past year

8% infrequent Gold Blend buyers (bought

in past year, but not nowadays)

The OOH campaign had no real effect on Gold Blend Brand PyramidThe reason for this is that consumers understand Gold Crema is different to ‘regular’ Gold Blend ... as displayed by the pyramids demonstrating Gold Blend is established whilst Crema is new

Source: Posterscope Dip. Base: Total sample (n=952)

Page 12: Nescafe gold crema   ooh driving brand awareness and equity (slideshare)

OOH campaign has had a Halo Effect: It helped to subtly enhance Gold Blend brand imagery perceptions:

14

15

8

34

32

3

20

11

30

28

22

20

26

20

19

21

13

34

34

6

29

19

32

35

26

24

25

25

Heard of Gold Blend%

Recognised either ad%

Is a brand I would pay more for

Is good value for money

Is an innovative brand

Is high quality

Tastes great

Is a natural source of anti-oxidants

I feel good about drinking regularly

Has eye-catching packaging

Has great coffee aroma

I would be proud to share with my friends

Provides a rewarding break

Demonstrates coffee expertise

Gets you going in the morning

Keeps life simple

Gold Blend

Source: Posterscope Dip. Base: Total sample (n=952)

Page 13: Nescafe gold crema   ooh driving brand awareness and equity (slideshare)

4860 54

4

33

3222 26

17

1518

Overall the OOH activity supported positive feelings towards all Nescafe Products

13

Very positive

Quite positive

No different

Negative

How does the advertising you have seen today for (BRAND) make you feel about…..

Nescafe Gold Crema

%

Nescafe Gold Blend

%

Nescafe%

Total Spend: £520,000

Source: Coffee Advertising Dips. Base: 25-55yr olds (n=120)

+49%+37% +44%

Page 14: Nescafe gold crema   ooh driving brand awareness and equity (slideshare)

Summary Key Findings:

04/11/2023

• OOH campaign reached the target consumers

• It communicated the product news, delivering the 'smooth taste' message, and was well branded to Crema

• It helped drive awareness, trial and innovative/differential credentials for Gold Crema

• It had subtle Halo Effects on Gold Blend imagery credentials and made people feel more positive overall towards Nescafe


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