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The Proof 1 Newspapers reveal their unrivalled ability to increase the numbers of buyers who would ‘definitely consider’ a ford.

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Presentation on theme: "The Proof 1 Newspapers reveal their unrivalled ability to increase the numbers of buyers who would ‘definitely consider’ a ford."— Presentation transcript:

1 The Proof 1 Newspapers reveal their unrivalled ability to increase the numbers of buyers who would ‘definitely consider’ a ford

2 2 CrossMedia™ research helped us identify the specific role of newspapers in our communications planning and confirmed their value in ensuring Ford is high on the shortlists of our car purchasers. Brian Bisset Primary Brand Research Manager Ford of Europe Our integrated multi-media campaign was carefully planned to ensure that each channel’s performance was optimised, and the whole campaign delivered successful results for the Ford brand. With highly effective creative executions and newspapers’ ability to affect consumer opinions, we were able to maximise the power of the campaign. Lyn West Advertising and Sponsorship Manager Ford of Britain Ford The client’s view

3 3 Ford’s successful multi-media campaign increased all brand measures, with clearly defined benefits from each medium used. The test revealed compelling insight into the impact of newspapers: Newspapers are the most cost-effective medium for driving consideration –Newspapers had the strongest effect on ‘definitely consider’ Ford, driving 62% of the uplift, although accounting for only 16% of media spend Newspapers are highly cost efficient at moving the needle on brand measures –Newspapers also contributed strongly to higher levels of recommendation and shifting brand perceptions. Overall, newspapers delivered the biggest effects on core brand measures, at the lowest cost Newspapers are brilliant for getting information across –Brand campaigns which provide the evidence and benefits that trigger people to purchase work particularly well in newspapers Multiple executions deliver a multiplier response –The more newspaper executions people saw, the more deeply the campaign communicated. Re-appraisal and call to action also increased Newspaper digital advertising drives deeper involvement with the brand –Extending the newspaper campaign into digital formats boosted Ford website visits and engagement Ford Headline results

4 4 Objective Encourage as many people as possible to put Ford on their shortlist when buying a new car Communications strategy Bring to life Ford’s core principles of offering exceptional technologies & value for money pricing, both as standard. TV– emotional engagement, high reach and visibility Radio– engagement and information Newspapers– depth of information and call to action Outdoor– impact and on street presence Digital newspapers– drive website traffic (added later, low spend) Ford Test detail

5 5 Ford Test detail Media Plan Jun 11July 11Aug 11Sept 11£m Media Target audience: Adults aged Newspapers0.7 TV2.3 Radio0.8 Outdoor0.9 Digital newspapers0.07 Research Dates Millward Brown CrossMedia™ NielsenDigital tracking Source: NMR/BARB/NRS 781 GRPs 929 TVRs During/PostPre During

6 6 Research method & sample 2000 adults aged who currently hold or applying for a UK driving licence. Open to buying a brand new car Millward Brown’s CrossMedia™ modelling analysed effectiveness of multi-media campaign, and determined the contribution of each element Detailed media consumption data  frequency of exposure to each medium for each respondent  compare differing responses when exposed to different media and different OTS  how much each medium affects changes in brand measures Digital newspapers excluded from main model as too few cookies in sample, so special digital newspaper analysis using Nielsen UKOM data Ford Test detail

7 7 Ford The creative work Newspaper creative

8 8 Ford The creative work TV creative Outdoor/transport creative Digital newspaper creative

9 The Findings 9 Brand response

10 10 Ford National newspapers are the most powerful medium for driving definite consideration of Ford Share of spend* *Digital newspapers excluded as reach too low % Share of uplift in “definitely consider” Ford % Newspapers TV Radio Outdoor Newspapers TV Radio Outdoor

11 11 Ford Newspapers are the lowest cost medium for driving Ford consideration Cost of 1% uplift in Ford consideration £m NewspapersRadio TV £0.35 Outdoor £1.33 £4.98 £4.41

12 12 Ford Newspapers’ impact could not be achieved other media in the campaign What would happen to definite consideration of Ford if newspapers were excluded? Increase in definite consideration of Ford % spend

13 13 Ford Newspapers also encourage increased recommendation Share of spend* *Digital newspapers excluded as reach too low % Share of uplift in “definitely recommend” Ford % Newspapers TV Radio Outdoor Newspapers TV Radio Outdoor

14 14 Ford Newspapers deliver big effects at low cost Cost efficiency versus uplift Average across Ford awareness, consideration, recommendation and opinion metrics Cost of 1% uplift (indexed) Size of uplift (indexed) Newspapers TV Radio Outdoor

15 15 Ford Newspapers contribute to improvements in Ford brand perceptions Brand perception statements – overall effect across 37 image, personality and feelings statements Newspapers TV Radio Outdoor % % Share or upliftShare or spend

16 The Findings 16 Communication response

17 17 Ford Newspaper ads are actively engaging Newspaper involvement diagnostics MB UK Norm “Ford Standard” newspaper ads

18 18 Ford Newsworthy, strongly-branded newspaper campaign achieves high recognition Newspaper ad recognition % recognising Any ‘Ford Standard’ newspaper ad Millward Brown print norm (326 ads)

19 19 Ford Newspaper ads prompt higher levels of re-appraisal Advertising measures – Re-appraisal Surprising and gets me to think differently about Ford Top 2 Box %* 46 Radio *Agree strongly/slightly NewspapersTV

20 20 Ford Newspaper ads create stronger call to action Advertising measures – Call to action Gives me a reason to go out and buy a Ford Top 2 Box % 42 Radio NewspapersTV

21 21 Ford Newspaper ad communication strengthened by multiple executions Communication of newspaper ads % answering strongly suggests Ford gives you more features as standard Ford cars come with the latest technology as standard Ford are an innovative brand 1-2 ads3-5 adsAll 6 ads

22 22 Ford Re-appraisal and call to action boosted by multiple newspaper executions Re-appraisal Surprising and gets me to think differently about Ford Call to action Gives me a reason to go out and buy a Ford 1-2 ads 3-5 adsAll 6 ads

23 The Findings 23 Digital newspapers

24 24 Ford Ford website visits and engagement boosted by digital newspapers Increases among exposed versus control (unexposed) matched sample +12.5% Ford website unique visitors Pages visited on Ford website Time spent on Ford website +17.4% +22.3%

25 The Findings 25 Media learning

26 26 Ford Ford’s multi-media campaign builds reach and improves brand metrics TV Strongest impact on emotional measures Impact on consideration and recommendation lower than newspapers, and at much higher cost Radio Highly cost-efficient for building emotional measures Impact on consideration and recommendation lower than newspapers, and at higher cost Outdoor Primarily boosted recommendation Newspapers Drove majority (62%) of consideration, at lowest cost Best payback on investment for increasing key Ford measures % reach Incremental Non TV Reach: 14.2%

27 27 Ford Multiple newspaper executions built consideration through the campaign Frequency curve for “definite” consideration

28 28 Ford Ford study builds further evidence of newspapers’ effect on consideration Pre-post studies for 18 brands show average increase in consideration more than tripled when people see newspaper advertising as well as TV Pre-post % point increase in consideration Average across 18 brand tests Source: Millward Brown

29 29 Ford Ford study build further evidence of newspapers’ effect on consideration Millward Brown CrossMedia™ modelling for E.ON and NESCAFÉ campaigns demonstrate how newspapers are both powerful and cost- effective at raising consideration NESCAFÉ Newspapers accounted for 18% of spend but delivered 31% of increase in consideration E.ON Newspapers accounted for 15% of spend but delivered 32% of increase in customer consideration Cost of 1% uplift in NESCAFÉ consideration £m NewspapersTV Outdoor £0.37 Online £0.98 No effect £5.92


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