Transcript July 2011 Creative Benchmarking - Coles

Newspaper Creative
Benchmark Report
‘Bread Wars’
July 2011
It’s a component of the Newspaper Effectiveness Metric which is run by the
newspaper industry marketing body, The Newspaper Works.
A monthly study designed;
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To measure and identify the effectiveness of newspaper creative
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To help improve understanding of how to use newspapers effectively
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To improve the understanding of the roles newspaper advertising can play
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To improve the standard of newspaper creative
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To provide a consistent metric that is accepted as the industry standard
Coles was included in the July 2011 study
Comparison of creative
against category averages
Pre/post effectiveness
studies, measuring in-market
effects and how newspaper
work with Television
The Newspaper Works’ effectiveness partner:
Comprehensive analysis
of how newspapers can
best be used to influence
purchase behaviour
Recognised industry measures
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Newspaper measures
Ad Recognition
Brand Linkage
Message Comprehension
Brand Equity Impact
Role Map
Action Map
Newspaper Creative Diagnostics
Proprietary newspaper
measures
The Newspaper Works’ effectiveness partner:
Let’s look at the Coles
ad first
Ad benchmarked
Because we all buy bread
Market: Sydney
Size: FPC
Position: News
Tested: July 2011
• Coles was one of nine ads tested in Sydney
• Sample: Australians 16+
• Sample size: 111
• Fieldwork: 20-26th July 2011
• Conducted online by Ipsos MediaCT
• Benchmarks used: Retail Average (see appendix for details)
Retail Averages
The creative diagnostics results paint an overwhelmingly positive picture, with the ad
doing well on presented a strong offer, in a clear manner. This ad jumps to #1 ranking
within our Supermarket category database for ‘Makes it easy to see what is on offer’
+29
+24
+40
Retail Averages
Branding removed
The ad performs significantly well against all three top line
measures with strong recognition and interest
Significantly different to Retail
Average at 90% c.l.
Note: Ad Recognition and Brand Linkage can be affected by weight of campaign and timing of research
+15
+19
+18
Retail Averages
Significantly different to Retail
Average at 90% c.l.
The ad performs significantly well against all three key brand equity
measures.
Overall message comprehension is about as
good as it gets with 97% of respondents
generally correct about the main message of
the advertising
What did the respondents say about the ad?
Simple and positive
Helping the consumer
Driving down prices
It shows that Coles
are doing something
about pricing
Its positive news for
households trying to pay
for groceries but I do
wonder what the impact is
to Coles suppliers
In the case of Coles, it is easier to
remember its ads after it uses
‘down down’ red hand
Simple, makes its
point, not trying too
hard
Good specials make
you want to go back to
the store for more
Compared to other ads,
the Coles ad is much
more eye catching and
this is perhaps due to the
red hand pointing
downwards.
Well it's only Homebrand bread and
that doesn't interest me. I don't rate
home bread that highly so the use of
the word quality is lost on me
Retail Averages
Significantly
different to
Retail Average
at 90% c.l.
Significantly high scores have been achieved on 4 out of 6 of the key strategic roles.
Respondents clearly link the ad back to the Coles’ TV campaign, and have
responded with strong retail intentions
Retail Averages
Significantly
different to
Retail Average
at 90% c.l.
% scores
As expected, the ad generates a significantly strong call to action with strong
retail intentions.
Comparison with
Woolworths
In direct competition
Take a slice off your grocery bill
Market: Sydney
Size: FPC
Position: News
Tested: July 2011
Retail Averages
The creative diagnostics results paint an overwhelmingly positive picture, with the ad
doing well - presenting a strong offer, in a clear manner. The ad is highly attention
grabbing and it’s hard to see how the message could be any more clear
+20
+24
Retail Averages
Branding removed
Significantly different to Retail
Average at 90% c.l.
The ad scores significantly high results in both recognition and
interest. Brand linkage performs above averages. Interesting to
note that most of the remaining 30% of respondents nominated
Coles as the likely brand.
Note: Ad Recognition and Brand Linkage can be affected by weight of campaign and timing of research
+14
+19
Retail Averages
Significantly different to Retail
Average at 90% c.l.
The ad did well to increase familiarity / understanding and achieved
strong relevance, while scores for differentiation was above average.
Very strong message comprehension with 94%
generally correct with understanding the main
message of the ad. What hasn’t come up, is the
word ‘fresh’ which traditionally is closely
associated with Woollies produce ads.
What did the respondents say about the ad?
Simple and clear
Competing with Coles…’me too’
Questions about quality
It's the same as what
Coles offer
Eye catching and
simple, the kind of ad I
like. It gets to the point
quickly
Simple ad competing
against similar ads by its
competitors
It looks cheap and then makes
you think the bread is of poor
quality
Cheap white bread doesn't
interest me, whether it's
from Woolworths or Coles.
I go for more nutritious
bread with quality
ingredients
I had not seen it before but it
reminded me of Coles who also have
1 dollar loaf on sale
Similar to other ads from
Supermarkets
Retail Averages
Both ‘$1 Bread’ ads follow a similar Role Map pattern and both perform very well. Clearly though,
reactions to the Coles’ ad, are stronger, possibly benefitting from a strong TV campaign (‘down down’)
and the use of the highly recognisable ‘red hand’
Retail Averages
% scores
While the ads achieve very different scores in some areas, the overall Action Map
results are much the same with negligible differences. Strong results for both.
• We tested the $1 Bread ads for both Woolworths and Coles, to see if respondents were influenced
differently by what is essentially the same message
• There was a clear relationship to the Coles ‘Down Down’ TV campaign, which helped this ad make a
strong impact on key measures, and drive a strong Call to Action
• Respondents appreciated the simplicity of the message and many interpreted Coles as presenting
important information to the Public Agenda, reflecting the need to address family pressures over the
increasing price of groceries
• Interestingly, Coles was seen as the leader of this issue, whilst the ad from Woolworths was
seen more as jumping on the bandwagon
• Most respondents were very positive about the ‘Down Down’ campaign in general
• Both ads are high performing ads based on our Creative Benchmarking results, however this test
gives the edge to Coles in delivering the $1 Bread offer to market in the most complete and
compelling way possible
• Established in 2006 by the major Australian newspaper publishers:
– News Limited
– Fairfax Media (including Rural Press)
– APN News and Media
– West Australian Newspapers
• Represents paid national, metropolitan, regional and community titles.
• Primary aims:
– To promote newspapers as a powerful medium for advertisers
– To ensure that newspapers are perceived as being contemporary and relevant in a
transforming media landscape
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Testing of randomly selected and hand picked newspaper display ads
Over 7,000 ad observations in total
36 test ads (27 randomly selected, 9 hand picked)
100+ observations per ad
Population representative sample of the five mainland state capitals
Conducted online by Ipsos Media CT, July-August and October – November
2008
• Sample size 2,475
Newspapers are a powerful medium
to utilise across a broad range of
strategic roles.
Six strategic advertising roles have
been validated both qualitatively
and quantitatively, resulting in the
creation of Role Map, one of two
proprietary newspaper metrics.
Role Map demonstrates how
consumers connect with newspaper
advertising across the six roles,
comparing the performance of
creative against a footprint of all ads
tested.
Statements are tailored to be appropriate to the
advertising category.
Retail average
Newspapers are recognised as
an effective medium for
delivering a Call to Action.
Action Map, the third
proprietary newspaper metric,
expands on this strategic role to
provide an understanding of the
types of action a newspaper ad
inspires.
Measured via forced exposure,
people are asked about the
actions they would consider
taking (or have taken) as a result
of seeing the ad.
New measure introduced in March 2010, norm
not yet available.
Another proprietary newspaper
metric provides a set of creative
diagnostics unique to the
attributes of newspaper
advertising. They’ve been
developed to help identify
areas for improvement where
results across other brand and
advertising measures may
require further analysis and
interrogation.
Statements are tailored to be appropriate to the advertising category.
Retail average