The Proof

The Proof

1

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

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 BissetPrimary 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

FordThe client’s view

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

FordHeadline results

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)

FordTest detail

5

FordTest detail

Media Plan

Jun 11 July 11 Aug 11 Sept 11 £m

MediaTarget audience:

Adults aged 18-65

Newspapers 0.7

TV 2.3

Radio 0.8

Outdoor 0.9

Digital newspapers 0.07

Research DatesMillward Brown

CrossMedia™

Nielsen Digital tracking

Source: NMR/BARB/NRS

781 GRPs

929 TVRs

During/PostPre

During

6

Research method & sample

2000 adults aged 18-65 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

FordTest detail

7

FordThe creative work

Newspaper creative

8

FordThe creative work

TV creative

Outdoor/transport creative

Digital newspaper creative

The Findings

9

Brand response

10

FordNational 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

FordNewspapers are the lowest cost medium for driving Ford consideration

Cost of 1% uplift in Ford consideration

£m

Newspapers Radio TV

£0.35

Outdoor

£1.33

£4.98

£4.41

12

FordNewspapers’ impact could not be achieved other media in the campaign

What would happen to definite consideration of Ford if newspapers were excluded?

Incr

ease

in d

efin

ite c

onsi

dera

tion

of F

ord

% spend

13

FordNewspapers 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

FordNewspapers deliver big effects at low cost

Cost efficiency versus uplift

Average across Ford awareness, consideration, recommendation and opinion metrics

Cos

t of 1

% u

plift

(in

dexe

d)

Size of uplift (indexed)

50

100

150

200

0 50 100 150 200

Newspapers

TV

Radio

Outdoor

15

FordNewspapers 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

The Findings

16

Communication response

17

FordNewspaper ads are actively engaging

Newspaper involvement diagnostics

MB UK Norm

“Ford Standard”newspaper ads

18

FordNewsworthy, strongly-branded newspaper campaign achieves high recognition

Newspaper ad recognition

% recognising

41

20

Any ‘Ford Standard’ newspaper ad Millward Brown print norm (326 ads)

19

FordNewspaper 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

51

63

NewspapersTV

20

FordNewspaper 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

34

58

NewspapersTV

21

FordNewspaper 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 ads 3-5 ads All 6 ads

22

FordRe-appraisal and call to action boosted by multiple newspaper executions

Re-appraisalSurprising and gets me to think differently about Ford

Call to actionGives me a reason to go out and buy a Ford

1-2 ads 3-5 ads All 6 ads

The Findings

23

Digital newspapers

24

FordFord 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%

The Findings

25

Media learning

26

FordFord’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

FordMultiple newspaper executions built consideration through the campaign

Frequency curve for “definite” consideration

28

FordFord 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 considerationAverage across 18 brand tests

Source: Millward Brown

29

FordFord 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

Newspapers TV Outdoor

£0.37

Online

£0.98No

effect

£5.92