Transcript Comparison with other ads

Newspaper Creative
Benchmark Report
Diet Coke
February 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: 99
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Test market: Sydney
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Fieldwork: 5th-12th February 2012
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Conducted online by Ipsos MediaCT
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Benchmarks used: Newspaper Norms
(see appendix for details)
Branded Newspaper
Benchmarks
Newspaper Norm
This ad has performed very well against positive creative diagnostics, achieving significantly
high scores for ‘Has a great photo/image’, ‘Catches my eye’ and ‘Looks good’
Branding removed
Newspaper Norm
Brand linkage n= 19
Significantly
different to
Newspaper
Norm at 90%
c.l.
Ad recognition was higher than norms however brand linkage was slightly lower
which may be due to the timing of research or the weight of the campaign.
Note: Ad Recognition and Brand Linkage can be affected by weight of campaign and timing of research
+14
Newspaper Norm
Significantly
different to
Newspaper
Norm at 90%
c.l.
The ad performed significantly well at differentiating Diet Coke versus other soft
drink brands.
57% of respondents were generally
correct in their message
comprehension with 18% relaying
back some of the messages within the
ad
What did the respondents say about the ad?
Different to other campaigns
Distracting…both in a good and bad way
Young and fun
Does she need to be
topless? Eye-catching
but sexist
It seems clever and cute.
Appeals to young
women, better than old
dolls/puppets ads
It seems in sync with the
current image I have with
Diet Coke. Possibly a bit
more daring than your
usual ad.
The ad at first is distracting
from the product because of
the girls, but it is an
eyecatching piece of
advertising
If they are trying to lure
men into drinking diet
coke then it might
work
It's different from the other soft
drink ads. This ad is in black and
white which sort of captures your
attention. Also, the highlighted 'one
calorie' looks more appealing to
teenage girls like me.
Obviously the ad was aiming
at young fun loving people
The word cloud shows a clear understanding of the key brand benefits
Newspaper Norm
Significantly
different to
Newspaper
Norm at 90%
c.l.
This ad achieved significantly high scores against the key brand building metrics of
Affinity and Reappraisal. Extension and Call to Action results meet norms.
Newspaper Norm
Significantly different to
Newspaper Norm at 90% c.l.
The ad helps drive purchase intention with significant ActionMap results for ‘Buy/Try’ the product.
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Diet Coke have used a highly disruptive creative strategy to cut though and gain ground
on RoleMap measures such as Affinity and Reappraisal
The ad helps to increase product purchase intentions, as seen by responses to
ActionMap questions
The image itself generated some polarising comments…worth noting that our respondent
sample is broad and not defined by gender or age (but is relative to ABS population
breakdowns and all respondents are 16+)
The ad has done a great job of differentiating Diet Coke from others in the same
category.
From the perspective of driving differentiation and purchase intention above Newspaper
Norms, this ad has been very effective.
Comparison with
other ads
Comparison to other beverage ads
February 2012
December 2010
April 2011
‘Natural’ strikes a chord with readers
Berri achieved very strong results for their ad using fresh imagery and focusing on
their use of local produce. High levels of Affinity led to a strong Call to Action.
The range ad from CCA highlighting ‘no artificial colours or flavours’ achieved high
Affinity and Reappraisal scores as well as tapping into the Public Agenda.
You are what you eat?
February 2012
October 2010
March 2011
“Pure” trumps “Shine”
The ad from Tassal achieves strong scores for Affinity and Reappraisal while the ad for Special K falls
short of being creatively effective. Based on creative diagnostics the Tassal ad scored very well
against metrics such as ‘looks good’ and ‘has a great photo/image’ which has contributed to it’s
success however worth noting the scores against these measures for Diet coke, were even higher.
Our All Categories Top Six : “Is Clever”
Since 2010, Norms not available
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. December 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