Transcript March 2012 Creative Benchmarking

Newspaper Creative
Benchmark Report
Leggo’s
March 2012
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
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:
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This ad was one of three shown to respondents
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Sample: Australians 16+
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Sample size: 103
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Test market: Sydney
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Fieldwork: 9th-19th March 2012
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Conducted online by Ipsos MediaCT
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Benchmarks used: Newspaper Norms
(see appendix for details)
This ad appeared on Valentine’s Day, 2012
Branded Newspaper
Benchmarks
Newspaper Norm
Respondents found this ad appealing across all positive creative diagnostics with very high
scores achieved against “Has a great photo/image” and “Looks good”
Branding removed
Newspaper Norm
Brand linkage n= 8
Significantly
different to
Newspaper
Norm at 90%
c.l.
Given the ad is topical in nature, we would not expect high scores for
Ad recognition as the campaign weighting is limited. Brand linkage
was very strong (amongst a small sample) with Interest levels slightly
higher than Newspaper Norms
Note: Ad Recognition and Brand Linkage can be affected by weight of campaign and timing of research
+14
+12
Newspaper Norm
Significantly
different to
Newspaper
Norm at 90%
c.l.
Respondents found the ad to be both appropriate and differentiating, awarding
the ad scores that are significantly higher than newspaper norms for these equity
measures.
Most people understood the message
was for pasta sauce, however 51%
were able to play back more specific
elements of the messaging
What did the respondents think about the
link between the ad and Valentine’s Day?
Food and love goes together
Not just for Valentine’s Day!
it works but only just,
maybe if they did a
special pasta with hearts
or flowers it would be
better.
It annoys me that you
only love Leggos on
Valentines, day - I use
this pasta all the time
and the sauce not just
Valentine's day
The brand colours fit well with
Valentines Day, and also conveys
that Valentines Day does not
need to be an extravagant affair
but you can use Leggos pasta
sauce to make a delicious meal
for a loved one or your whole
family on Valentines Day.
Valentine's day is about
bringing two together.
The point was well
made.
corny
It refers to spaghetti bolognese which
is Italian and Italians are known for
putting love into their food. Everyone
loves spaghetti Bolognese
For me except for the
kiss I can see no reason
to link it to Valentine's
day but what would I
know!
The word cloud shows a strong connection to Valentine’s Day
Newspaper Norm
Significantly
different to
Newspaper
Norm at 90%
c.l.
The ad made respondents feel good about Leggo’s, with Affinity scores significantly
higher than Newspaper Norms.
Newspaper Norm
Significantly different to
Newspaper Norm at 90% c.l.
The ad performed really well at driving intention to purchase with ActionMap scores for ‘Buy/try
the product’ significantly greater than Norms
Comparison with
other ads
A Saucy Comparison
Tested February 2012
Tested October 2011
Masterfoods turns the category upside down
Obviously pasta sauce and tomato sauce serve different purposes. However with a similar
creative strategy, the Masterfoods ad achieves stronger RoleMap scores overall versus Heinz,
which achieves good scores but not to the same level of significance. The ‘proudly made down
under’ line from Masterfoods linked well to their placement of this ad on Australia Day, provoking
high scores against Public Agenda, Affinity and Call to Action.
Our FMCG Top Ten : Has a great photo/image
Leggo’s is #10 on this list (ads tested since 2008). Food ads perform best in newspapers when high
impact, uncluttered imagery links to a strong idea or event.
Our FMCG Top Ten : “Is clever”
Respondents found the Leggo’s ad to be ‘clever’ in the way it drew their attention by stepping
outside of category norms. Other ads respondents consider ‘clever’ demonstrate an appreciation
for fun concepts and strong visuals.
Since 2010, Norms not available
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Testing showed that this ad from Leggo’s made a successful link between the product
and the topicality of Valentine’s Day
The creative was received very positively by respondents, achieving strong scores for
diagnostics such as “Great photo/image” and “Catches my eye”
The ad helped increase respondents affinity and drive reappraisal towards Leggo’s and
was considered to be amongst the most ‘clever’ ads we’ve tested within the FMCG
category
Respondents found the ad to be relevant and differentiating for the category and as a
result there was a strong purchase intention demonstrated via ActionMap
Verbatim response was positive overall, with some comments suggesting the ad being
linked to Valentine’s Day was limiting for the brand, and should encompass more
opportunities to use the pasta sauce
• Perhaps the start of a tactical newspaper strategy!
All in all, we consider this a strong example of how timely and topical placement in
newspapers coupled with strong creative, can provide a boost to your brand
Top Performers on
Rolemap
6.2x
5x
2.4x
2.9x
8.0x
3.8x
Higher than
norm
Higher than
norm
Higher than
norm
Higher than
norm
Higher than
norm
Higher than
norm
All newspaper norm. February 2011 (Updated monthly)
• 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
Creation of All Newspaper norms
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Testing of randomly selected newspaper display ads
5,100 ad observations in total
40 test ads, 100+ observations per ad
Population representative sample of the five mainland state capitals
Conducted online by Ipsos Media CT, July-August 2008
Sample size 1,737
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