Transcript Slide 1

Rugby World Cup
Campaign tested – Guinness
Recognition
51%
Source: Independent/Independent on Sunday/Times/Sunday Times
Category: Alcoholic drinks
Date: February, March, April, November 10
Tested: November 2010
Sample: 98 Male rugby fans who read quality or mid-market newspapers
Rugby World Cup
Adverts in campaign
Perceived branding clarity
%
Normative data
(averages)
60
29
Very
clear
Quite
clear
40
39
Rugby World Cup
(32 ads)
Involvement & Motivation
(AdEval™)
6 simple questions derive Involvement and Motivation
Positive answer to 2 out of 3 of:
Q
• People like you would like this advert?
• Would like to see the ad again some time?
= Involved
• Gives feeling that what was said about brand was worthwhile?
As well as being involved, positive to 2 out of 3 of:
Q
• Increased interest in using BRAND?
• Improved opinion of BRAND?
• Would mention points / impressions from ad in conversation?
= Motivated
Involvement & Motivation
(AdEval™)
%
Total Motivated/involved
84%
Normative data
(averages)
54
54
motivated
38
involved
30
16
Rugby World Cup
(32 ads)
Emotional Positioning:
The Needscope™ Model
Identifying which of the 6 personality archetypes
would most prefer ‘BRAND’
Fun-loving
Carefree
Spontaneous
Affiliative
Approachable
Friendly
Bold
Dynamic
Independent
Validated photo-sets
represent each
archetype
Careful
Caring
Sensitive
Self-assured
Assertive
Forthright
Focused
Competent
Controlled
Emotional Positioning:
The Needscope™ Model
Identifying which of the 6 personality archetypes
would most prefer ‘BRAND’ as portrayed by this ad
%s
Rugby
World Cup
Average
21
22
26
18
14
15
18
11
8
14
15
17
Key to Impact and Role for
Advertising
Impact = It is advertising I would stop and look at rather than turning the page
Re-appraisal = The advertising is surprising and gets me to think differently about (brand)/ the cause/issue
Emotional connection = The advertising helps me to connect with (brand) /cause/issue and identify more strongly
Call to action = The advertising gives me a reason to go out and buy (brand)/take further action
Depth of information = The advertising gives me enough information (to decide whether (brand) is for me)
Reminds me of TV = It reminds me of the TV adverts for (brand)
Impact and Role for Advertising
%
Impact
90
Reminds me
of TV 82
Re-appraisal
67
Depth of
information
69
65
52
Rugby World Cup Category average
Test ad
Call to action
Emotional
connection
Contacts
For further information, please contact:
Judy Harman
Planning Director
Newspaper Marketing Agency
Julia Harrison
Associate Director
Kantar Media
020 7182 1718
[email protected]
020 7656 5660
[email protected]
This study is based on the TNS Mercury™ model of assessing advertising creative
Rugby World Cup
Campaign tested – Guinness
Recognition
49%
Source: Telegraph, Sunday Telegraph, Guardian, Observer
Category: Alcoholic drinks
Date: September/October 07
Tested: November 2010
Sample: 99 Male rugby fans who read quality or mid-market
newspapers
Rugby World Cup
Adverts in campaign
Perceived branding clarity
%
Normative data
(averages)
65
24
Very
clear
Quite
clear
40
39
Rugby World Cup
(32 ads)
Involvement & Motivation
(AdEval™)
6 simple questions derive Involvement and Motivation
Positive answer to 2 out of 3 of:
Q
• People like you would like this advert?
• Would like to see the ad again some time?
= Involved
• Gives feeling that what was said about brand was worthwhile?
As well as being involved, positive to 2 out of 3 of:
Q
• Increased interest in using BRAND?
• Improved opinion of BRAND?
• Would mention points / impressions from ad in conversation?
= Motivated
Involvement & Motivation
(AdEval™)
%
Total Motivated/involved
73%
Normative data
(averages)
54
motivated
59
38
involved
14
16
Rugby World Cup
(32 ads)
Emotional Positioning:
The Needscope™ Model
Identifying which of the 6 personality archetypes
would most prefer ‘BRAND’
Fun-loving
Carefree
Spontaneous
Affiliative
Approachable
Friendly
Bold
Dynamic
Independent
Validated photo-sets
represent each
archetype
Careful
Caring
Sensitive
Self-assured
Assertive
Forthright
Focused
Competent
Controlled
Emotional Positioning:
The Needscope™ Model
Identifying which of the 6 personality archetypes
would most prefer ‘BRAND’ as portrayed by this ad
%s
Rugby
World Cup
Average
21
21
29
18
16
12
18
11
9
12
15
17
Key to Impact and Role for
Advertising
Impact = It is advertising I would stop and look at rather than turning the page
Re-appraisal = The advertising is surprising and gets me to think differently about (brand)/ the cause/issue
Emotional connection = The advertising helps me to connect with (brand) /cause/issue and identify more strongly
Call to action = The advertising gives me a reason to go out and buy (brand)/take further action
Depth of information = The advertising gives me enough information (to decide whether (brand) is for me)
Reminds me of TV = It reminds me of the TV adverts for (brand)
Impact and Role for Advertising
%
Impact
79
Reminds me
of TV 80
Re-appraisal
60
Depth of
information
73
71
55
Rugby World Cup Category average
Test ad
Call to action
Emotional
connection
Contacts
For further information, please contact:
Judy Harman
Planning Director
Newspaper Marketing Agency
Julia Harrison
Associate Director
Kantar Media
020 7182 1718
[email protected]
020 7656 5660
[email protected]
This study is based on the TNS Mercury™ model of assessing advertising creative
Rugby World Cup
Campaign tested – Guinness
Recognition
36%
Source: Telegraph, Times, Sunday Telegraph
Category: Alcoholic drinks
Date: September, October 07
Tested: November 2010
Sample: 99 Male rugby fans who read quality or mid-market
newspapers
Rugby World Cup
Adverts in campaign
Perceived branding clarity
%
Normative data
(averages)
65
26
Very
clear
Quite
clear
40
39
Rugby World Cup
(32 ads)
Involvement & Motivation
(AdEval™)
6 simple questions derive Involvement and Motivation
Positive answer to 2 out of 3 of:
Q
• People like you would like this advert?
• Would like to see the ad again some time?
= Involved
• Gives feeling that what was said about brand was worthwhile?
As well as being involved, positive to 2 out of 3 of:
Q
• Increased interest in using BRAND?
• Improved opinion of BRAND?
• Would mention points / impressions from ad in conversation?
= Motivated
Involvement & Motivation
(AdEval™)
%
Total Motivated/involved
72%
Normative data
(averages)
54
motivated
48
38
involved
23
16
Rugby World Cup
(32 ads)
Emotional Positioning:
The Needscope™ Model
Identifying which of the 6 personality archetypes
would most prefer ‘BRAND’
Fun-loving
Carefree
Spontaneous
Affiliative
Approachable
Friendly
Bold
Dynamic
Independent
Validated photo-sets
represent each
archetype
Careful
Caring
Sensitive
Self-assured
Assertive
Forthright
Focused
Competent
Controlled
Emotional Positioning:
The Needscope™ Model
Identifying which of the 6 personality archetypes
would most prefer ‘BRAND’ as portrayed by this ad
%s
Rugby
World Cup
Average
21
17
25
18
12
21
18
11
11
13
15
17
Key to Impact and Role for
Advertising
Impact = It is advertising I would stop and look at rather than turning the page
Re-appraisal = The advertising is surprising and gets me to think differently about (brand)/ the cause/issue
Emotional connection = The advertising helps me to connect with (brand) /cause/issue and identify more strongly
Call to action = The advertising gives me a reason to go out and buy (brand)/take further action
Depth of information = The advertising gives me enough information (to decide whether (brand) is for me)
Reminds me of TV = It reminds me of the TV adverts for (brand)
Impact and Role for Advertising
%
Impact
69
Reminds me
of TV 76
Re-appraisal
58
Depth of
information
72
62
55
Rugby World Cup Category average
Test ad
Call to action
Emotional
connection
Contacts
For further information, please contact:
Judy Harman
Planning Director
Newspaper Marketing Agency
Julia Harrison
Associate Director
Kantar Media
020 7182 1718
[email protected]
020 7656 5660
[email protected]
This study is based on the TNS Mercury™ model of assessing advertising creative