Newspaper Creative Benchmark Report McCafe

July 2011

It’s a component of the Newspaper Effectiveness Metric which is run by the newspaper industry marketing body, The Newspaper Works.

A monthly study designed;

•To measure and identify the effectiveness of newspaper creative

•To help improve understanding of how to use newspapers effectively

•To improve the understanding of the roles newspaper advertising can play

•To improve the standard of newspaper creative

•To provide a consistent metric that is accepted as the industry standard

McCafe was included in the July 2011 study

Pre/post effectiveness studies, measuring in-market effects and how newspaper work with Television

Comparison of creative against category averages

Comprehensive analysis of how newspapers can best be used to influence purchase behaviour

The Newspaper Works’ effectiveness partner:

Recognised industry measures +

Newspaper measures

Proprietary newspaper measures

The Newspaper Works’ effectiveness partner:

Ad Recognition

Brand Linkage

Message Comprehension

Brand Equity Impact

Role Map

Action Map

Newspaper Creative Diagnostics

• McCafe was one of nine ads tested in Sydney

• Sample: Australians 16+

• Sample size: 111

• Fieldwork: 20-26th July 2011

• Conducted online by Ipsos MediaCT

• Benchmarks used: All Newspaper Norm(see appendix for details)

 

 

Branded Newspaper Benchmarks

‘Keeping Us Awake’Market: Sydney Size: 28cm x 5 colPosition: EGNTested: July 2011

Ad benchmarked

Brand linkage and ad recognition can be affected by the timing of research and the weight of the campaign. While brand linkage was

generally low, only one respondent named a competitive brand (Michel’s Patisserie) so misattribution is not the issue. Interest in the main

messages of the ad was significantly high versus Newspaper Norms.

+12

Newspaper Norm

Significantly different to Newspaper Norm at 90% c.l.

Caution: Brand Linkage respondents n=10

Newspaper Norm

The Creative Diagnostics map has skewed more towards ‘negative’ responses however previous testing has proven that ads that are ‘cluttered’ and ‘have

too much information’ can also be very successful if clear in their intention and the information is presented in a logical, organised manner.

Significantly different to Newspaper Norm at 90% c.l.

What did the respondents say about the ad?

It looks good and makes me think more

positive about McDonalds and McCafe

It seems to be more upmarket than previous ads and will

attract more people

It's long & tedious. I didn't finish reading it.

The TV ad told me what it was all about

It is plain, and does not look like a McDonalds ad

- perhaps that is the point.

Honest messageInformation heavy : both good and bad

Left with positive feelings

Good headline, interesting content but might have too much

information, especially compared to other newspaper ads

It's an honest and good ad. Usually a company would put an apology in the newspaper for causing a big offence or disaster but I guess some

people do take their coffee very seriously! It is not really an ad but a

public notice. If they are improving their coffee, that is great as there is a lot of

competition out there.

Very high levels of message comprehension reflect a clear piece of communication. 66% were

generally correct in their understanding of key messages with a further 21% mentioning coffee. The word cloud depicts the most commonly used

words within verbatim comments

Despite the ad being seen as being information heavy and cluttered, it achieves significantly high scores against three key brand equity metrics,

driving understanding, relevance and differentiation. Significantly different to Newspaper Norm at 90% c.l.

+18 +13 +22

Newspaper Norm

This ad has achieved very good Role Map scores and performs significantly well at delivering Affinity, Information and very importantly for people who

may be McCafe rejectors, Reappraisal

Newspaper Norm

Significantly different to Newspaper Norm at 90% c.l.

The most likely action taken by respondents off the back of exposure to this ad is to Buy/Try the product, demonstrating that

the honest approach has worked very well for McCafe

Newspaper Average

Significantly different to Newspaper Average at 90% c.l.

 

 

Comparison with other advertisers

Market: SydSize: StripPosition: EGNTested: October 2009

Comparison with previous ads

Market: SydSize: DPSPosition: EGNTested: March 2010

Previously tested McDonalds ad High performing repositioning campaign

Appealing to consumers on credentials

Market: AdelaideSize: FPCPosition: Special FeatureTested: July 2009

Interesting to note that the McCafe ad has achieved generally better overall equity results than the Grand Angus ad, which was

supported by a large print and TV presence

+18 +13 +22

Newspaper Norm

+18

Significantly different to Newspaper Norm at 90% c.l.

The Grand Angus ad achieved very high Role Map scores for 5 out of 6 Roles, delivering a very strong link back to the TV campaign. McCafe works

effectively on its own as a newspaper ad.

Comparison with a previous McDonald’s ad

Newspaper Norm

The ‘Keeping Us Awake’ is comparable to the Kmart ‘Change’ ad in terms of delivering a significantly high overall performance versus Norms, with the McCafe ad also doing well on

providing relevant Information. While the differences are small (4 % points), McCafe is now our #5 ad for delivering on Reappraisal (Kmart is #1) for all ads tested since 2008

Comparison with an overt repositioning campaign

Newspaper Norm

Gloria Jeans highlighted their environmental credentials to successfully gain high levels of Affinity, Reappraisal and drive the Public Agenda. McCafe stacks up favourably, driving Reappraisal and Information (and this is validated via the recent Capstar Blue survey, placing McCafe as the #1

preferred coffee chain brand)

Comparison with another approach to coffee retail

Newspaper Norm

6.2x Higher than

norm

5x Higher than

norm

2.1x Higher than

norm

2.9x Higher than

norm

7.8x Higher than

norm

3.8x Higher than

norm

All newspaper norm. June 2011 (Updated monthly)

• This ad from McCafe has performed very effectively against our key brand and action metrics

• While the creative does not have universal appeal, the ‘honest and genuine’ approach has been very successful at delivering a message to encourage a rethinking of the offering

• This ad is now in our Top 5 for significant performance against Reappraisal• This ad is a great example of how using an atypical approach and reducing the

marketing ‘spin’, can cut through, differentiate and gain good feelings about the brand

• It certainly looks as if the strategy to address quality perceptions for McCafe coffee is on target to be effetcive• Report from Capstar Blue released 1/9/11 with respondents positioning

McCafe as their #1 preferred coffee chain, shows this strategy has been highly successful

• Established in 2006 by the major Australian newspaper publishers:– News Limited

– Fairfax Media (including Rural Press)

– APN News and Media

– West Australian Newspapers

• Represents paid national, metropolitan, regional and community titles.

• Primary aims:– To promote newspapers as a powerful medium for advertisers

– To ensure that newspapers are perceived as being contemporary and relevant in a transforming media landscape

Creation of All Newspaper norms

• Testing of randomly selected newspaper display ads• 5,100 ad observations in total• 40 test ads, 100+ observations per ad• Population representative sample of the five mainland state capitals• Conducted online by Ipsos Media CT, July-August 2008 • Sample size 1,737

Newspapers are a powerful medium to utilise across a broad range of strategic roles.

Six strategic advertising roles have been validated both qualitatively and quantitatively, resulting in the creation of Role Map, one of two proprietary newspaper metrics.

Role Map demonstrates how consumers connect with newspaper advertising across the six roles, comparing the performance of creative against a footprint of all ads tested.

Retail average

Statements are tailored to be appropriate to the advertising category.

Newspapers are recognised as an effective medium for delivering a Call to Action.

Action Map, the third proprietary newspaper metric, expands on this strategic role to provide an understanding of the types of action a newspaper ad inspires.

Measured via forced exposure, people are asked about the actions they would consider taking (or have taken) as a result of seeing the ad.

New measure introduced in March 2010, norm not yet available.

Another proprietary newspaper metric provides a set of creative diagnostics unique to the attributes of newspaper advertising. They’ve been developed to help identify areas for improvement where results across other brand and advertising measures may require further analysis and interrogation.

Retail averageStatements are tailored to be appropriate to the advertising category.