Broccoli A Case for Television Advertising

The Broccoli Campaign In an environment of: media hyper-fragmentation, rapidly advancing technology, advertiser pressure to demonstrate results, anti-television research & sentiment, the Television industry had to provide its advertising partners with renewed proof of the power of Television advertising. The Broccoli campaign was our answer…

The Broccoli Campaign Insert case study video:

Why Broccoli? john st, (TVBs creative partner) recommended an actual case study as the best way to prove the power of TV Broccoli was an unadvertised product – perfect for an advertising effectiveness test Broccoli is an un-owned product, one which we could anonymously commandeer for our test Broccoli had little to no top-of-mind advertising awareness, is a generally disliked product, but being a highly nutritious food, would be beneficial to Canadians as an advertising message

How did we do it? As a not-for-profit association, TVB could not fund a television advertising campaign The media airtime was donated by TVB member stations TVB paid the hard costs of commercial production Our creative agency and their production partners provided their services pro-bono because they believe in the power of television advertising and agreed that it was in the advertising communitys best interests to set the record straight

What did we do? The campaign had two primary measurable goals: 1.To prove that television could make a mundane product such as broccoli relevant by raising top-of-mind ad awareness by 20 points and intent to purchase by 10 points; 2.To increase year-over-year sales of broccoli by 5%. Achievement of these goals would clearly demonstrate televisions ability to build brands (even as the sole medium), and should be a part of any media mix

What did we do? TVB approached this campaign as if it were a product launch As primary grocery shoppers, W25-54 were identified as the target audience john sts media agency partner recommended we support the launch with 1,500 grps over the course of the campaign The Broccoli campaign was initially planned as a 6-week flight i.e. 250 grps per week, however due to talent issues we had to condense the campaign to 5-weeks and adjust the weight level to 300 grps per week (achieved to 275)

What did we do? The campaign ran from January 4 th, 2010 to February 7 th, 2010 Campaign timing was determined by the greater availability of airtime in a traditionally low-demand period Weekly GRP objectives were defined as 60% prime, with a 60/40 conventional/specialty GRP split Prime was defined as 7-11pm for conventional stations, and 5pm-12am for specialty stations

What did we do? Unlike traditional television executions, donated airtime was 100% ROS, but consistent with established % prime and & % specialty goals To manage the GRP tracking task, the target markets were limited to Ontario and B.C. Every EM in both provinces was part of the campaign, and individual market objectives took spill into account Ottawa (E) Kingston Peterborough Barrie Toronto Kitchener London Windsor Sudbury/Timmins/North Bay/SSM Thunder Bay Okanagan-Kamloops Terrace-Kitimat Prince George Dawson Creek Vancouver

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The Broccoli creative… Insert commercials:

The Broccoli Website To add legitimacy to the campaign, a website was created to respond to the call to action included in each commercial Content on the site was limited to static pages espousing the virtues of broccoli and offering a few recipes

The Results In short, the campaign was a unequivocal success!

Measurement Pre and Post flight surveys were conducted by Ipsos Reid in October 2009 and February 2010; the sample base was 1,636 adults between the ages of 18 and 64 Year-over-year sales (volume) were analyzed using AC Nielsen data Social media and Online were monitored using Radion 5 and Google metrics

Ad Awareness Results Overall advertising awareness reached an astounding 90% vastly surpassing our goal of a 20 point increase

Survey Results Top-of-mind awareness for broccoli grew from no mentions to being the second most mentioned produce in the grocery aisle 13% of respondents indicated they purchased at least one more bunch of broccoli on their latest shopping trip as compared to the pre-campaign period Intent to purchase at least one more bunch of broccoli increased by 13 points compared to the pre-campaign period which surpassed our intent to purchase goal of a 10 point increase

Product Traits

Online/Social Results Mentions of broccoli or miracle increased by 444%

Search volume was up 100% Fans of the campaign created a Facebook fan page which garnered more than 17K followers Fans posted the commercials to YouTube which generated more than 30K additional views Fans created more than 15 spoofs which were posted to YouTube and viewed more than 20K times Online/Social Results

Sales Results Best of all, according to AC Nielsen the volume of broccoli sold in Ontario and B.C. increased 8% in same period year- over-year sales surpassing our goal of 5% Thats an additional 188,574 pounds of broccoli!

To paraphrase Mark Twain:the reports of my death have been greatly exaggerated.

Television State of the Nation

Television …the current super media (Deloitte Canada, TMT 2011) Scientific proof of televisions supremacy in generating engagement and recall Viewing time is as high as ever (or growing) Advertisers continue to invest in television

TV Update Science has proven TV advertising effective –In 2009 Innerscope Research conducted a Biometric study of Canadian advertising to measure the subconscious effect that it has on consumers –Respiration, heart rate, skin conductance and movement were measured along with eye tracking to determine how engaged subjects were with the advertising to which they were exposed –Subjects were exposed to television advertising from 24 national brands; each brand had a corresponding ad in either Newspaper, Radio, Online Video or Online Display –Television advertising proved to be more engaging and generated higher recall that all other media included in the study

TV Update Science has proven TV advertising effective

TV Update TV viewing remains strong – per capita weekly hours PPM

TV Update RTS Fall Multi-media time spent per capita

TV Update Cross study comparison – Weekly hours Adults Source: Marketing Magazine May 17, 2010 na

TV Update Advertisers are producing more and more commercials

TV Update TV ad revenues have rebounded following the recession +9.5% +4.3% +2.5% +8.0% +0.9% +2.8% -7.7% +9.5% +7.2% Source: TVB TSS Report

Thank you! (