capturing how a catchphrase caught on · 2011. 7. 14. · capturing how a catchphrase caught on ana...
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1
Capturing how a catchphrase
caught on
Ana Medeiros, Unilever
Fiona Blades, MESH Planning
MRS Conference, London, 2008
March 18th/19th 2008
2
3
A 360 campaign
TV
Posters
Activation
New Product &
Packaging
Digital
44
including a catchphrase
55
6
How could we TRULY evaluate
the 360 campaign including the
catchphrase?
77
Taking a completely new
approach to evaluation
TROI tracking delivers real data in
real timeTROI is real time.
Dave has agreed to text us when he sees, hears or experiences something relevant to the research.08.04
08.46
12.12
16.11
18.22
22.04
14/02/07 – 21/02/07
9
The TROI approach
•Brand Health•Image Statements
•Usage•Advertising
Pre Questionnaire
•Brand•Occasion•Feel
•Date/Time
Real Time Tracking
•Photos•Comments
•+/- experiences•ROI benchmarks
Post Questionnaire
Traditional tracking
stops here!
2 Streams
Cool Brands
Catchphrases
0
10
20
30
27 F
eb01
Mar
03 M
ar05
Mar
07 M
ar09
Mar
11 M
ar13
Mar
15 M
ar17
Mar
19 M
ar21
Mar
23 M
ar25
Mar
27 M
ar29
Mar
31 M
ar02
Apr
04 A
pr06
Apr
08 A
pr10
Apr
12 A
pr
TV ad
Poster
New spaper ad
TV kicks in first, followed by posters
and pressLYNX/AXE TOUCHPOINTS PER 100 ACTIVE RESPONDENTS
Base: 1226 Lynx/AXE TouchPoints
11
Lynx/AXE has more % positive
touchpoints than PlayStation
BRAND TOUCHPOINTS – FEELING
Base: 4453 texts (brands stream)
155342
192
316
503
316
369
307 367
353
-67 -53 -70-31 -21 -26
344
469
-117-35-150
0
150
300
450
600
750
900
1050
1200
Nike
Lynx
PlayStation
Nokia
Very negative
Fairly negative
Neutral
Fairly positive
Very positive
Very negative
Fairly negative
Neutral
Fairly positive
Very positive
12
But the brands are connecting
through different touchpointsLYNX/AXE TOUCHPOINTS
Base: 1226 Lynx/Axe texts
416
306
9244
165
50 29 38 27 21 12 2 8 16 0
0
70
140
210
280
350
420
TV ad
Me Using
Shop / window
InternetPoster
Other using
Newspaper ad
Conv. w/o c'phrase
Magazine
Other
Radio
In the news
Event
Conv. w/ c'phrase
Conv. unspec.
184
133
233 225
66 56
101128
59 36 38 45 22 4 2
0
70
140
210
280
350
420
TV ad
Me Using
Shop / window
InternetPoster
Other using
Newspaper ad
Conv. w/o c'phrase
Magazine
Other
Radio
In the news
Event
Conv. w/ c'phrase
Conv. unspec.
PLAYSTATION TOUCHPOINTS
Base: 1332 PlayStation texts
17%24%
41%
23%
41%32%
24%18%
45%39%
37%
50%
38%
28%38% 45%
30%36%
13% 23% 15%
30% 24% 26%
-6% -8%-2% -5% -6% -10% -8%
-3% -1%
-1%-2% -1% -4%
-3% -3%-20%
0%
20%
40%
60%
80%
100%
TV ad Me Using Shop / window
Internet Poster Other using Newspaper ad
Conv. w/o c'phrase
13
Positive TV and usage with posters
more neutral for Lynx/AXE
CHANNEL FEELING – LYNX/AXE
Base: 1226 Lynx/AXE texts
Very negative
Fairly negative
Neutral
Fairly positive
Very positive
Very negative
Fairly negative
Neutral
Fairly positive
Very positive
14
Lots of very positive comments for the
TV ads
“Makes me laugh, you nearly always repeat the
catchphrase.”
“Saw advert which is very funny. My dad finds it offensive, which is also
very funny, so I annoy him with the catchphrase.”
15
But needs quick refreshment!
DINNER PARTY v SUPERMARKET EXECUTIONS
Base: week 1 – 45, week 2 – 43, week 3 – 91, week 5 – 52, week 6 – 31
Very negative
Fairly negative
Neutral
Fairly positive
Very positive
Very negative
Fairly negative
Neutral
Fairly positive
Very positive
13%
42%
15% 19% 19%
49%
30%
54%37%
58%
36% 16% 22%35%
16%
-9% -4% -6%-2%-2% -3% -6%
-5%
-30%
-20%
-10%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Dinner Party
week 1
Dinner Party
week 2
Dinner Party
week 3
Supermarket
week 5
Supermarket
week 6
“Saw the bom chicka wah wah advert again
today>it’s getting boring now!” 1/4/07, 22:04
16
Posters remind of ad but are
more neutral
“bom chicka wah wah –kept seeing the same
poster over and over again. It was kinda bland, but obviously eye catching.”
(neutral)
“In town with friends. Saw the poster at a bus shelter.
We were copying the advert. Funny.” (very
positive)
17
Seeing with others enhanced
potency
March 22nd, 2007, 08:55 Lynx, Poster, Fairly negative
“No one wants to think
about 70’s porn on their way
to work in the morning.”
March 22nd, 2007, 14:22 Lynx, Poster, Neutral
“On way back from lunch
with a few mates. Poster
was less unappealing.”
Same participant
Risk of catchphrase wear out
CATCHPHRASE TOUCHPOINTS - FEELING
Very negative
Fairly negative
Neutral
Fairly positive
Very positive
Very negative
Fairly negative
Neutral
Fairly positive
Very positive
96 10557
173
11158
62
13765
39
91
42
60
-63 -40 -27 -44
-236
-39-25
-35
91
141
-38-26
-300
-200
-100
0
100
200
300
400
Bovvered Just Do It Bom Chicka Yeah but no but Lovin' it
“Hate this catchphrase and the people who use it.” (Girl(s) Using, Very
Negative)
Although Tony Blair gave
Bovvered a boost!
“On breakfast news, Tony Blair sketch for Comic Relief, funny.” (fairly
positive)
By Week 4 Bom Chicka Wah
Wah had taken off
BOM CHICKA WAH WAH BEING USED – BY WEEK OF FIELDWORK
Base: 52 Bom Chicka Wah Wah being used texts (Catchphrase stream) (Note very low sample size)
2 2 13
24
15
0
10
20
WEEK 0 WEEK 1 WEEK 2 WEEK 3 WEEK 4 WEEK 5
25
21
Used in social networks
“Noticed a friend’s status on Facebook had the Lynx catchphrase>naturally I
had to sing it out as well.”
Being played with
“boom shakalaka”“boom shakalaka”“boom shakalaka”“boom shakalaka”
8%14%
25%
40%
36%
69%33%
37% 64%
23%
24%
50%
-8%-19%-8%
-8%
-10%
-25%
-30%
0%
30%
60%
90%
Any using Me Using Girl(s) using Boy(s) using Both using
Most positive when used yourself or
by girls!CATCHPHRASE USAGE FEELING - BOM CHICKA WAH WAH
(Note very low sample size)
Very negative
Fairly negative
Neutral
Fairly positive
Very positive
Very negative
Fairly negative
Neutral
Fairly positive
Very positive“Just got a text off a girl I like>☺.”
Kelly Brook attracts attention
“I was visiting Manchester at the weekend and a
billboard outside Old Trafford Stadium was advertising
a link to the website and some offer/competition with
Kelly Brook. I wanted to visit but can’t remember the
website name!”
“Kelly Brook on a poster, wow,
beautiful.”
“Advert in the Sun
newspaper. It was really
colourful, not something
you would expect to be
associated with a
deodorant advert! >it had
a picture of a lady in a
dress on the front.”
BUT isn’t linking to core campaign
A variety of digital touchpoints –
but could work harder
Fewer online touchpoints
than for other brands
Only small amount of
evidence that activation was
being picked up
Social networks
“At my friend’s on internet it
pop up that at Superdrug it
was down in price. It made
me go get some before it go
back up.”
Retail price ads
44
69
225
136
0
50
100
150
200
250
Lynx Nike PlayStation Nokia
Internet touchpoints for each brand
New fragrance and packaging
performing strongly
“I saw an ad in Maxim magazine
with a sniffer sample thing and it
smelled nice.”
“New shape can, new smell,
attracts the girls”
“That they have a new can design,
which is better when its in your bag
as it won’t go off, that they look
really cool in blocks.”
Overall Lynx and PlayStation
shift positively in favourability
BRAND ENERGY
Base: 428 respondents (brands stream)
PlayStation
Nike
Nokia
Lynx
TV/Poster effects ‘fun’ with
Usage effecting ‘expert’
TOUCHPOINT FORCE IT IS A BRAND THAT IS FUN – LYNX/AXE
Base: 428 Respondents (Brands stream)
16.0
32.4
10.0
22.7
9.1
-6.8
13.4
11.7
TV ad
Me Using
Shop window/store
Internet
Poster
Other using
Newspaper
Conv. w /o c'phrase
∗∗∗∗∗∗∗∗
∗∗∗∗∗∗∗∗∗∗∗∗ 95% confidence∗ 90% confidence
TOUCHPOINT FORCE IT IS A BRAND THAT IS EXPERT – LYNX/AXE
Base: 428 Respondents (Brands stream)
2.2
24.3
21.4
6.1
-2.3
7.9
7.6
-2.3
TV ad
Me Using
Shop w indow/store
Internet
Poster
Other using
Newspaper
Conv. w/o c'phrase
∗∗∗∗∗
∗∗∗∗
∗∗∗∗ 95% confidence∗ 90% confidence
In summary
Whilst Kelly Brook was a
great spokesperson for
Lynx, activation was
working less strongly as
not linked to core theme
New Product & Packaging
was appreciated
TV and Posters worked well in
combination, but frequent
refreshment needed to prevent
wearout
Variety of digital
touchpoints picked up but
could work harder
Saw 360 real-time, real world
picture as the catchphrase took off,
heightening engagement with the
campaign!
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