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1 Link for Print Presentation Wyndham Estate Intense Sensation Date: 24 January 2008 Prepared for: Orlando Wines, a division of Pernod Ricard.

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Presentation on theme: "1 Link for Print Presentation Wyndham Estate Intense Sensation Date: 24 January 2008 Prepared for: Orlando Wines, a division of Pernod Ricard."— Presentation transcript:

1 1 Link for Print Presentation Wyndham Estate Intense Sensation Date: 24 January 2008 Prepared for: Orlando Wines, a division of Pernod Ricard

2 2 Agenda Summary Background and objectives The creative hook and route through the ad The processed take out Evaluating the slogans Appendix: additional measures Appendix: demographics

3 3 Summary

4 4 Summary of Findings Intense Sensation is an ad that has good creative stopping power. Thought by consumers to be an easy to understand, eye-catching piece of creative, the use of red swirl drawing attention to the bottle and the Wyndham Estate brand name. Hence well branded, though not all take out all of the elements of the branding. Seen to be stylish and modern so likely to imbue brand personality with those attributes; few negatives emerge. For some the simplicity of presentation is considered to make the ad boring or lacking in information. Higher levels of negativity from past six month drinkers, one in six of whom endorse the ad as pretentious or too modern.

5 5 Summary of Findings Consumers do have some difficulty in articulating what the ad communicates to them. Spontaneously, quality and heritage come through, though at lower levels than we would expect. There is little reference to taste or flavour. Even when prompted, there is no consensus about the ads main message, with heritage being most strongly endorsed. The issue here is the route that consumers take through the ad. While the bold, colourful graphic draws attention to the bottle, there is not a realisation or a processed take-out by most that the swirls represent an explosion of flavour and taste. When we ask what the slogan means, then taste and flavour do emerge, and more strongly from Intense Red than from Intensity Captured. Currently though, only a half of consumers are reading the slogan when they look at the ad, which is limiting its potential.

6 6 Summary of Findings Despite communication not being strong, the response to the ad is good, both on a rational and on an emotional level. The ad is seen as relevant, credible and differentiating, hence very persuasive among regular Wyndham Estate drinkers (It strongly encourages me to go on drinking it), and moderately motivating among less regular and non-users. Short term sales uplifts likely through interest and status driven by the more contemporary feel given to the brand. On the emotional level, the ad serves to enhance brand appeal, generate positive emotions, and is seen to be a good fit with the brand among Wyndham Estate drinkers and non-drinkers alike.

7 7 Summary of Findings In terms of slogan, both have their relative merits: Intense Red Stronger take-out of intense flavour, both spontaneously and when prompted Preferred by consumers as more straightforward, clearer tie in to the graphic Equally persuasive Intensity captured More impactful in monadic testing Slightly stronger take out of quality, though still not strong More appealing Among those who prefer the ad, seen as having stronger connotation of intensity; is a bit more clever Equally persuasive

8 8 Recommendations As it stands, Intense sensation will have strong impact, will serve to maintain and (with appropriate levels of spend in the right titles) grow awareness, will help to rejuvenate the brand and will contribute to sales by generating interest and status for the brand. It is currently less well placed to help reposition the brand towards the intentional exceptional sensory experience. As such we would recommend proceeding with the ad, but prior to doing so, examining whether modifications can be made that will assist in delivering the intended communication We are not advocating the addition of lots of copy which would destroy the impact which comes in part from the bold simplicity of the ad Rather, is there scope to dial up the taste and flavour references on the bottles label? In addition, modifying slogan size and position may also help In terms of slogan, while Intensity Captured is the more impactful of the two alternatives, Intense Red is far from lacking impact (which comes more from the visual anyway) and is better at connoting depth of flavour. There is also evidence that Intense Red also requires less processing, so would be our recommended way forward.

9 9 Background and objectives

10 10 Background Wyndham Estate, while a major player in the Australian wine market, currently lacks a strong point of difference and contemporary relevance. In order to rejuvenate the brand a new print campaign has been developed with a new positioning around Intense Sensation. Research has been conducted to understand the likely efficiency and effectiveness of the ad. Secondary objectives of the research were to check the ads fit with perceptions of current brand users and to gauge the response to two alternative slogans.

11 11 The Intense Sensation execution is tasked with Increasing awareness, saliency and recruitment (trial/adoption) Revitalising consumer perceptions of Wyndham Estate Key message take-out: Intense colours / Flavour / Taste Reason to believe: Rich / 170 year heritage Mood and tone Contemporary / Dynamic Without detracting from brands premiumness The advertising task

12 12 Intense Sensation was evaluated among the target sample 100 past two month drinkers of bottled Shiraz aged 18-64, readers of relevant publications Half drunk Wyndham Estate Bin 555 in last six months Who? 7 to 11 January 2008 When? Sydney/Melbourne/Brisbane Where? Self completion web based Link for Print test conducted in respondents home. In-depth Link conducted on ad with one of two slogans, with a forced preference between the two at the end of the test. How?

13 13 As it looks for respondents

14 14 Study Design Recruit n = 100 n = 50 Matched Cells Full diagnostics Full diagnostics Expose to both slogans Ask preference and reason for preference

15 15 Print is an actively consumed media which needs to draw people in PASSIVE No control on time ACTIVE Complete control on time TV Print TV Passive experience Fixed exposure time No requirement to draw attention to advertising Very little evidence of wear- out in terms of ad recall PRINT Active process Variable exposure time Reader will stop and look at interesting things Evidence that wear-out occurs

16 16 Good print ads must overcome the filtering process but impact alone is not enough Open page Rapid scanning process Is it interesting to me? Is it eye-catching? Is it intriguing? Is it relevant? Read on until Yes Lose flow Turn page No Register message and brand

17 17 How we evaluate the ad… The route through the ad Build a clear diagnostic understanding of the way the ad is assimilated The creative hook Assess how well the ad pulls the reader in The processed take out What memories and recollections of brand and ad will be left in consumers minds Relationship with brand How the ad will affect perceptions of the brand

18 18 We are confident in using the 92 online print tests done in the UK as a solid benchmark for the performance of this campaign. Given the similarity of UK and Australia online TV link scores. Online diagnostic norms are very similar between the two countries Results are compared to UK online Print Link Norms UKAustraliaDiff %+/- Enjoyment Branding Involvement Understanding New Information Relevance Base:(625 ads)(41 ads) Mean scores-TV

19 19 What makes for impactful Print advertising…? Interest in the ad Whether you would look further or turn the page Engagement Branding

20 20 Some Print ads must overcome an interest filter There is a strong correlation between the readers interest in the product field and print advertising impact Impact Product Field Interest r² = 0.61 Readers are often seeking content of personal interest to them. Source: Ad Track 1994, Year End Findings H

21 21 Its easier to get people to read an ad for a high interest category compared to a low interest category However, ads (even for low interest categories) can find a way around the interest filter. Strong creative hookSynergy with TV adBorrowed interest Some Print ads must overcome an interest filter

22 22 In the context of ads that consumers might see in similar publications, wine is a relatively high interest category Q1. When you are reading or flicking through magazines, how interested are you in seeing adverts for the following products? Base: Total (n=100) Very interested Very + fairly interested Wine Cheese Small household appliances Coffee % The Creative Hook

23 23 Intense Sensation Individual execution results

24 24 Visual impact is important – need to hook readers in. Print ads need a creative hook to pull readers in Vibrant Colours Intrigue Visual hook

25 25 Intensity Captured (88%) The execution has strong stopping power; Intensity Captured seemingly more engaging Stop and Look at it Q5. If you were to see that advert in a magazine, do you think you would stop and look at it, or would you turn the page? Intense Red (72%) Base: Total (n=100) Intense Red (n=50) Intensity Captured (n=50) Intense Sensation Total (80%) The Creative Hook Base: 82 UK - Online Print ads Average (60%)

26 26 First impressions: Intense Red Q24. What was your first reaction when you saw the ad? My first reaction was thinking about going to bottle shop and buying advertised wine! Bottle shape was broken Caught my attention Just another Shiraz Heres a brand that I know and like Give me some Liked the design & colour Oh yeah Looks nice enough - classy even...but I've seen it all before. it wasn't fresh (apart from the look of the inside of the bottle.) New label on the bottle - the splashes of red on the clear bottle. The Creative Hook

27 27 First impressions: Intensity Captured Q24. What was your first reaction when you saw the ad? Shocked that it looked so different from the standard run of the mill advert we are used to for wines. It showed a vibrancy & excitement not captured elsewhere I thought it looked quite pretty, but didnt initially realise it was for red wine. First thought was that it was for a rose or lighter red wine Wanted to read the label to see what it said about the wine Eye catching Very appealing advert with a nice soothing blend of color. I like the mixture of the color (i.e. white and red). Not some dull color bottles of wine on normal wine advert... Surprise Upper class. Striking image Wine bottle looked enticing Beautiful red colour and a lovely silky watery appearance before I saw what it was. The Creative Hook

28 28 Q21. Having seen this advert, what do you think will stick in your mind? Q24. What was your first reaction when you saw the ad? It is the use of colour in the ad that makes consumers stop and look – net effect is that the ad is eyecatching Base: Intense Sensation (n=100) Intense Red (n=50) Intensity Captured (n=50) The Creative Hook Intense SensationIntense Red Intensity Captured %% Colour Colour of packaging Red Colour12204 Colour9612 Eyecatching Product30 It's Wyndham Estate It's Wine9612 Bottle/packaging Label Good Label Makes me want to read label786

29 29 This is confirmed from first clicks – the eye is drawn to the centre of the bottle (data from both ads combined) 15% 1% 20% 28% 16% 3% 12% 1% 0% Other 3% The route through the ad

30 30 In total, half of consumers eyes flow to the slogan; around a third read the label and tag Where Australian Shiraz began 49% 13% 39% 59% 57% 22% 37% 30% 3% Other 18%

31 31 In line with category interest, the ad is also found to be interesting, again Intensity Captured slightly more so Q6. How interesting did you find the advert? Intense Sensation % % Very interesting Fairly interesting Not very interesting Not at all interesting Mean score: (+4 to +1) MB UK Online Print Norms % 74% 84% Intense Red % Intensity Captured % % 2.60 The Creative Hook Base: Intense Sensation (n=100) Intense Red (n=50) Intensity Captured (n=50) MB UK Online Print norms (92 ads) Same among WE drinkers and non- drinkers

32 32 We evaluate engagement of print advertising through a validated set of adjectives More likely to engage Less likely to engage Less appealing More appealing Unpleasant Irritating Disturbing Involving Interesting Distinctive Weak Boring Dull Gentle Pleasant (0) (+10) (0) (+10) Soothing The Creative Hook

33 33 The ad is engaging in an appealing way – very little negativity emerging Q7,8,9. Engagement diagnosis Intense Sensation Intense Red Intensity Captured Australia Online TV norm (n=41) (Each axis 0-70%) The Creative Hook

34 34 The response to the ad is overwhelmingly positive and serves to move the brand personality towards stylish and modern; low levels of negatives OP41/42. Which of these words describe the ad? % Intense Sensation Base: Total (n=100) Intense Red (n=50) Intensity Captured (n=50) Stylish Modern Confident Lively Original Genuine Pretentious Too Modern Insincere Messy Intense RedIntensity Captured % % Any Positive %Negative % WE Drinkers9442 Non Drinkers9622 WE Drinkers 16% WE Drinkers 18% WE Drinkers 14% WE Drinkers 10% The Creative Hook

35 35 Likes about the ad: Intense Red QOP25. What did you like about the ad? Liked the look of the wine, looked refreshing The splash of wine around the bottle Crisp image It was eye catching The modern appeal it had Unique colour of the bottle. Bottle was bold and stood out, made me want to try the wine, maybe it was being shoved into my face. A pleasant association of calmness and enjoyable food in pleasant surroundings The red effect of the bottle, it was not cluttered with too much information The Creative Hook Colour & design Colour red is striking, so gets the attention I loved the colours and sense of history

36 36 Likes about the ad: Intensity Captured QOP26B. What did you like about the ad? Makes Wyndham Estate seem a bit more contemporary Clear and crisp. I enjoyed the oversized bottle that sat on the page. I felt I could get into the bottle and go swimming Nice colours, easy to read, clear presentation The contrast of colours; the brightness; simplicity makes it look more classy. The colour of the wine swirling in the bottle Clear bold lines, distinctive design on the bottle Colour, placement and style The Creative Hook Not a lot to read Eye-catching, colour, bold, distinctive, noticed and remembered type of wine well

37 37 The elements of the ad that are liked are very much in line with what stands out most QOP25. What did you like about the ad? Base Intense Sensation (n=100) Intense Red (n=50) Intensity Captured (n=50) Intense SensationIntense Red Intensity Captured Any Likes Colour Eye-catching Bottle Label14820 %% The Creative Hook

38 38 Dislikes about the ad: Intense Red QOP26B. What did you dislike about the ad? Not much to dislike, the page was not crowded, maybe a little more splash of colour Its no different from the usual wine ads. Could have been different, so as to stay in the readers mind. It should create the image that Shiraz stands for Nothing else but a bottle – no story or anything to relate the bottle to Too much happening A bit of the same as we have seen in other wine adverts. There was nothing there but a bottle of wine. A bit boring Boring Not too much info about the product The Creative Hook

39 39 Dislikes about the ad: Intensity Captured QOP26B. What did you dislike about the ad? Not sure if I like how the wine is shown to be like paint strokes Did not explain the flavour - wooded/unwooded etc. There was no instant association to who had made the wine that went with my mental image of swimming in the bottle, so for me it could have been made by any company. I had a mental afterthought of 'whos wine is it' and there was no mental 'Wow's' just 'Oh' Not much different to adds of a similar product The price, as I think it will be expensive Boring Forgettable A bit bland and boring and same- same with other brands The Creative Hook

40 40 Levels of dislikes are low – though for some the simple design is boring or lacking information QOP26B. What did you dislike about the ad? Intense SensationIntense Red Intensity Captured Any Dislikes Ad didnt give enough information about the product 888 Boring Ad786 % % % Base Intense Sensation (n=100) Intense Red (n=50) Intensity Captured (n=50) The Creative Hook

41 41 Few would find the ad hard to understand Q31a. Do you think most people would understand this advertisement right away when they first see it? Q31b. Would they make an effort to work it out? Base: 31a Total: Intense Sensation (n=100) Intense Red (n=50) Intensity Captured (n=50). Q31b Wouldnt understand right away: Intense Sensation (n=17)* Intense Red (n=8)* Intensity Captured (n=9)*. *caution low base size MB UK Online Print Norm % MB UK Online Print Norm % The route through the ad

42 42 Branded Memories - Visuals must lead viewer to the brand and message Striking images and well branded Print ads must involve the consumer and establish a clear and easy link to the brand H

43 43 Spontaneous playback of the brand name features various combinations of the full brand name … Q10a/b. What was the brand and product being advertised? Base: Intense Sensation (n=100) Intense Red (n=50) Intensity Captured (n=50) Intense Sensation Intense Red Intensity Captured %% Any Wyndham Estate Any Wyndham Any Bin Wyndham Estate Bin 555 Shiraz Wyndham Estate Bin The processed take out

44 44 Intense Sensation % % Mean score: MB UK Print Online Norm % 66% 64% Intense Red % Intensity Captured % … when prompted, the ad is rated as being very well branded Q11b/d. Youve just seen a magazine advert for Wyndham Estate Bin 555, which one of the phrases below applies to this advert? You couldn't fail to remember it was for Wyndham Estate It is quite good at making you remember it is for Wyndham Estate It is not all that good at making you remember it is for Wyndham Estate It could have been for any wine It could have been for almost anything 42% 3.19 The processed take out Base: Intense Sensation (n=100) Intense Red (n=50) Intensity Captured (n=50) MB UK Print Online norm (92 ads)

45 45 Main impression: Intense Red Q27. What impressions did the advert give you about Wyndham Estate? Fun, inviting, fresh That it is reinventing itself, but still maintains its heritage That brand improving in the best way Creative and intense The advert gave me the impression that the brand is stylish, sensual and has a long history of wine making New and alive Cheap wine dressed up to make it look good Fresh Something worth trying Up market It is trendy Quality A good drop of wine, a must try … The processed take out

46 46 Main impression: Intensity Captured Q27. What impressions did the advert give you about Wyndham Estate? Good, reliable brand - value for money Time they had been making wine That Wyndham Estate wants to revitalise their image Classy, fresh Improvement Good quality for a good price The colour It sais that it was a hip brand that was in touch with todays world Its mystical and dark Quality Fun, modern, sophisticated It is a young, fresh brand. Appeals to younger people The processed take out

47 47 Spontaneously, no one message comes through particularly strongly Q21/24/27/28. Total Spontaneous Communication Base: Intense Sensation (n=100) Intense Red (n=50) Intensity Captured (n=50) Intense Sensation % Intense Red % Intensity Captured % Quality Classy product10 Premium quality768 Good product6210 Heritage Australian owned786 Been around a long time528 Reputable/trustworthy546 Rich heritage582 Personality Modern7410 Fun546 Cool546 Fresh product 7410 Good taste684 Intense flavour342 The processed take out

48 48 Even when prompted, no one message is dominant Q36. Which one of these impressions did the advert give you most strongly about the brand? Q37. Which other impressions did the advertising give you about the brand? Base: Intense Sensation (n=100) Intense Red (n=50) Intensity Captured (n=50) Intense Sensation Has a rich heritage Is stylish and sophisticated Is modern and up to date Is a premium quality wine Has an intense flavour Is a wine that indulges the senses Is a pioneering brand Is old fashioned %% Intense Red Intensity Captured Strong impressions Strong + other impressions The processed take out

49 49 Two-thirds of the sample find the communication relevant to them – in line with expectations Q32.If you were buying a bottle of wine, how relevant would the points made in the advert be to you? Intense Sensation % % Very relevant Quite Relevant Not very relevant Not at all relevant Mean score: (+4 to +1) 68% 66% Intense Red % Intensity Captured % Indicative norm 2.60 The processed take out Base: Intense Sensation (n=100) Intense Red (n=50) Intensity Captured (n=50)

50 50 The ad is thought to be credible Q33.How strongly do you agree or disagree that what the advert puts across about Wyndham Estate Bin 555 is believable? Intense Sensation % % Agree strongly Agree slightly Neither agree nor disagree Disagree slightly Mean score: (+5 to +1) 64% 48% Intense Red % Intensity Captured % Disagree strongly 66% MB UK Online Print Norm % 3.31 The processed take out Base: Intense Sensation (n=100) Intense Red (n=50) Intensity Captured (n=50) MB UK Online Print norm (33 ads)

51 51 Some new news does come through Q34.How much information does the advert give you about Wyndham Estate Bin 555? Intense Sensation % % A lot of new information Some new information No new information No information at all Mean score: (+4 to +1) 72% 58% Intense Red % Intensity Captured % 2.68 The processed take out Indicative norm 2.39 Base: Intense Sensation (n=100) Intense Red (n=50) Intensity Captured (n=50)

52 52 And the ad does a fair job at differentiating the brand Q35.How strongly do you agree or disagree that the advert makes you think this brand is really different from others? Intense Sensation % % Agree strongly Agree slightly Neither agree nor disagree Disagree slightly Mean score: (+5 to +1) 52% Intense Red % Intensity Captured % Disagree strongly 52% The processed take out Indicative norm 3.15 Base: Intense Sensation (n=100) Intense Red (n=50) Intensity Captured (n=50)

53 53 As might be expected, response is stronger from current drinkers of Wyndham Estate Base: Intense Sensation (n=100) WE Drinkers (n=50) Non-drinkers (n=50) TotalWE DrinkersNon Drinkers Relevant Credible New information Different The processed take out

54 54 The Persuasive power of an ad correlates strongly with the amount of new information consumers perceive Persuasion increases still further if the news is both relevant and credible Source - Link Database

55 55 Intense Sensation % MB Online Norm % Strongly encourages me to continue buying Wyndham Estate Bin Makes me much more likely to consider Wyndham Estate Bin 555 again 96 Makes me much more likely to try Wyndham Estate Bin 555 in the near future 175 Trialists (Buy Wyndham Estate Bin 555 from time to time or in the past) Users (Buy Wyndham Estate Bin 555 most often or regularly) Bottopm line: The ad works well to encourage future purchase from regular buyers but performs less strongly amongst others – albeit above norms QF14a/b/c. How will the advert affect your use of Wyndham Estate Bin 555? Non Users (Dont buy Wyndham Estate Bin 555) No difference by execution The processed take out

56 56 The brand also works well at enhancing brand appeal among drinkers and non-drinkers alike Q20. How did the advert make you feel about Wyndham Estate Bin 555? Intense Sensation % % Much more appealing A little more appealing It didnt change my feelings about Wyndham Estate Bin 555 A little less appealing Mean score: (+4 to +1) MB UK Online Print Norm % 60% 66% Intense Red % Intensity Captured % % Much less appealing 3.43 The processed take out Base: Intense Sensation (n=100) Intense Red (n=50) Intensity Captured (n=50) MB UK Online Print = (59 ads) WE drinkers 3.84 Non-drinkers 3.80

57 57 Feel Good Factor 38 The emotional response to the ad is overwhelmingly positive Average Positive Emotions Average Negative Emotions Emotional Response – Q46/47. Which one of these emotions did you feel the most when you watched this ad? And which one of these emotions did you feel the most when you watched the ad? Base: Norm (n=7 ads) Total (n = 100) Any Emotion Felt Positive Dominant Emotion Feel Good Factor Negative Dominant Emotion The processed takeout

58 58 The ad is thought to fit very well with existing perceptions of Wyndham Estate – a little polarisation among P6M drinkers Q43. How well does the advert fit in with how you think of Wyndham Estate Bin 555? Intense Sensation % % 86% 84% WE Drinkers % Non Drinkers % Fits very well Fits quite well Doesnt really fit Doesnt fit at all Mean score: (+4 to +1) The processed take out Base: Intense Sensation (n=100) WE drinkers (n=50) Non Drinkers (n=50)

59 59 Evaluating the slogans H

60 60 Slogan meaning: Intense Red Full bodied, gutsy, ballsy, very Australian That the wine is a beautiful colour and tastes beautiful! It will taste intense and be full of flavour Strong flavour, good quality A good quality dark red wine Has intense flavour, a richness Great tasting full bodied Good quality solid red wine Evaluating the slogans QCL1.The slogan in the ad was Intense Red. What do you think that says about Wyndham Estate Bin 555?

61 61 Slogan meaning: Intensity Captured The richness and goodness of the grapes have been captured in this wine I think it refers to the taste of the wine Full flavoured wine with an intense taste That it is a strong full bodied wine More depth in the style of wine A brand that has depth and quality Good quality wine with strong flavours That they have captured the rich shiraz flavour at the right time and infused it with further intense flavours It makes me think that the wine is very intense like a wild animal and has to be captured and contained but if you dare to get near it you would find you liked it very much Probably a quality wine Evaluating the slogans QCL1.The slogan in the ad was Intensity Captured. What do you think that says about Wyndham Estate Bin 555?

62 62 Intense Red cues flavour and taste more strongly QCL1.The slogan in the ad was 'intense Red' / 'Intensity Captured'. What do you think that says about Wyndham Estate Bin 555? Base: Intense Red (n=50) Intensity Captured (n=50) Intense Red % Intensity Captured % Flavour/taste6840 Intense flavour1810 Full of flavour1610 Strong flavour106 Great taste88 Intense taste82 Rich, deep flavour610 All the flavour captured in the bottle-8 Red Wine 20- Quality Product14 Evaluating the slogans

63 63 As a slogan, respondents prefer Intense Red QCL3. Which two of these slogans do you prefer? Base: Total sample (100) Evaluating the slogans

64 64 Reasons for preference: Intense Red I feel the word captured is a bit negative and I dont really think its appropriate to use with a wine advert The other seems a little over the top. Less pretentious, more applicable to wines at the cheaper end of the price/quality scale Captured doesnt seam quite right Reflects the stark red crimson colour It brings to mind a better bodied red that the other slogan Suggests a 'big' shiraz Its a red wine and think it describes the palate a bit better QCL4. Why do you prefer the slogan? It is a red wine – I can imagine how great it will taste Easier to relate to the red wine Suggests a strong flavour Because the other slogan is crap Intensity captured sounds pretty poncey!! Evaluating the slogans

65 65 For me it says flavour – depth to the wine and the passion that has gone into making it It evokes capturing the flavour in a bottle – ready to be shared Captured is a stronger adjective that Red…which did not signify any important reactive message to the buyer Has more appeal requiring some thought as to what it is actually saying Has more 'class about it' Intense red seems too full-on. Intensity captured gets the message across in a more appealing way A bit more sensual It brings to mind a vision of something waiting to be released and enjoyed Not as simple, more interesting, makes you think more about how the product was made Probably a quality wine Reasons for preference: Intensity Captured QCL4. Why do you prefer the slogan? Evaluating the slogans

66 66 Intense Red is preferred for being more straightforward; those who preferred Intensity Captured like having to work harder QCL4. Why do you prefer the slogan ……… Base: Preferred slogan - Intense Red (n=64) Intensity Captured (n=36) Intense Red Intensity Captured % To do with the colour red238 Sounds better1911 Les pretentious96 Describes product better9- Easier to understand63 About capturing flavour in bottle1417 Stronger imagery/requires thought311 Appealing38 Suggests high quality wine38 More interesting28 Evaluating the slogans

67 67 Appendix: Additional measures

68 68 Difference from other ads Q23. How different is the advert to other advertising that you have seen? Intense Sensation % % 50% 58% Intense Red % Intensity Captured % Very different Quite different Not very different Not at all different Mean score: (+4 to +1) The processed take out Base: Intense Sensation (n=100) Intense Red (n=50) Intensity Captured (n=50)

69 69 Difference from other ads for wine Q23b. How different is the advert to other advertising that you have seen for wine? % 42% 60% Intense Red % Intensity Captured % Very different Quite different Not very different Not at all different Mean score: (+4 to +1) Intense Sensation % The processed take out Base: Intense Sensation (n=100) Intense Red (n=50) Intensity Captured (n=50)

70 70 Uniqueness of message Q29. Could the impressions the advert gave you about Wyndham Estate Bin 555 have been..? % 72% 80% Intense Red % Intensity Captured % Only for Wyndham Estate Bin 555 Several brand of wine Any brand of wine Almost anything Mean score: (+4 to +1) Intense Sensation % The processed take out Base: Intense Sensation (n=100) Intense Red (n=50) Intensity Captured (n=50)

71 71 Prompted attitudes Q39 How strongly do you agree or disagree that these phrases apply to the advert? Base: Intense Sensation (n=100) Intense Red (n=50) Intensity Captured (n=50) Intense Sensation It suggests that Wyndham Estate Bin 555 is popular It makes me feel good about serving this product to friends/family It makes me think again about Wyndham Estate Bin 555 Its my kind of advert It makes me think that Wyndham Estate Bin 555 is worth what it costs It reminds me of the good things about Wyndham Estate Bin 555 It makes me think that Wyndham Estate Bin 555 is better than other brands of wine It makes me think differently about the brand % % % Intense Red Intensity Captured MB Online Norm % No Data The processed take out

72 72 Demographics H Appendix: demographics

73 73 Demographics SEX, AGE, LOCATION. Intense Sensation % Intense Red % Intensity Captured % Gender Male Female Age 18 to to to Location Sydney Melbourne Brisbane Base: Intense Sensation (n=100) Intense Red (n=50) Intensity Captured (n=50) H

74 74 Demographics QR1 H Intense Sensation % Intense Red % Intensity Captured % Drunk in the last two months Shiraz100 Cabernet Sauvignon Cabernet Merlot Merlot Cabernet Shiraz Chardonnay Sauvignon Blanc Pinot Noir Semillon Sauvignon Blanc46 Riesling Semillon Verdelho Pinot Gris Grenache Viognier18 Not drunk any wine in last three months 000 Base: Intense Sensation (n=100) Intense Red (n=50) Intensity Captured (n=50)

75 75 Demographics QR2 H Intense Sensation % Intense Red % Intensity Captured % Brand of Shiraz youve drunken in the last six months Jacobs Creek Wolf Blass Penfolds Koonunga Hill50 Wyndham Estate Bin Rosemount Wynns Coonwarra Estate Brown Brothers Jamiesons Run Annie's Lane Lindemans Bin Series McGuigan Black Label De Bortoli Yarra Valley McWilliams Yellow Tail24 Yalumba Evans & Tate Base: Intense Sensation (n=100) Intense Red (n=50) Intensity Captured (n=50)

76 76 Demographics H Intense Sensation % Intense Red % Intensity Captured % Income $19,999 or less222 $20,000 to $29, $30,000 to $39, $40,000 to $49, $50,000 to $59, $60,000 to $69, $70,000 to $79, $80,000 to $89, $90,000 to $99,99916 $100,000 to $124, $125,000 to $149, $150,000 and above8610 Interested in hearing about wine Very interested Quite interested Not very interested12186 Not at all interested24- Base: Intense Sensation (n=100) Intense Red (n=50) Intensity Captured (n=50) QINCOME, QC2

77 77 Demographics QC2, QC3 H Intense Sensation % Intense Red % Intensity Captured % Interested in hearing about Wyndham Estate Bin 555? Very interested Quite interested Not very interested Not at all interested342 How many bottles of wine do you buy in an average week? 1 bottle bottles bottles bottles bottles888 6 bottles2-4 7 bottles324 8 bottles--- 9 bottles bottles or more342 Base: Intense Sensation (n=100) Intense Red (n=50) Intensity Captured (n=50)

78 78 Print Link Presentation Wyndham Estate Intense Sensation Link for Print Date: 24th h January 2008 Prepared for: Orlando Wines, a division of Pernod Ricard Client Service Team: Daren Poole


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