CitroenCreative Benchmarking

May 2011

About Newspaper Creative Benchmarking

Newspaper Creative Benchmarking Methodology

• Dedicated methodology, designed to– Measure the effectiveness of newspaper creative – Provide an understanding how to use the newspaper medium

more effectively

• 330 ads tested to date as at March 2011• Commissioned by The Newspaper Works• Conducted online by Ipsos Media CT • 100+ observations per ad• Ads presented in situ on the newspaper page, then full

screen• Results benchmarked to All Newspaper norm and/or

category averages

3

The Newspaper Works’ effectiveness partner:

Automotive benchmarking

• 55 automotive ads tested to date as at March 2011– 30 ads in automotive study– 25 ads in monthly benchmarking

• 5,500+ ad observations in total• Ads selected by The Newspaper Works• Skew towards manufacturer ads so Automotive Average is

not a true norm• Automotive study conducted June – September 2009 • Monthly benchmarking ads tested between 2008-2011

4

The Newspaper Works’ effectiveness partner:

Proprietary newspaper measures

The Newspaper Works’ effectiveness partner:

Ad Recognition

Brand Linkage

Message Comprehension *

Brand Equity Impact

Role Map

Action Map *

Newspaper Creative Diagnostics

Automotive Ad Diagnostics

Newspaper Creative Benchmarking MeasuresSee Appendix for more detail

* Available for ads tested since March 2010

Recognised industry measures

The Automotive Averagevs the All Newspaper Norm

Top Line Measures

7

All Newspaper Norm

Automotive Average

Automotive ads score similarly to newspaper ads in general on top line measures, though brand linkage is lower – perhaps due to convergence of automotive creative

Brand Equity ImpactHow the ad influenced perceptions of the brand

8

Automotive ads produce similar brand equity effects to newspaper ads in general, though it appears they are less differentiating. Again this could be a result of convergent creative styles.

All Newspaper Norm

Automotive Average

9

Role Map demonstrates how people respond to and interpret newspaper ads

The automotive ads tested show a skew towards Affinity and Reappraisal.

10

All Newspaper Norm

Automotive Average

Newspaper Creative Diagnostics measure how people respond to the ‘look’ of an ad

The Automotive and general newspaper footprints are similar, though Automotive ads are weaker at highlighting an important feature

NEGATIVE POSITIVE

CitroenResults

12

CitroenC3SydneyProspective & recent car buyers, n=98Tested: June 2009

Citroen: top line measures

13

Recognition can be influenced by timing of research and weight of campaign. However, interest is almost significantly up on the Auto and NP norms.

All NP Norm

Auto Average

C3

Caution: Small sample size. Caution: Small sample size.

Significant up or down vs Automotive norm at 90% C.I Significant up or down vs Automotive norm at 90% C.I

Note: Ad recognition and Brand linkage can be affected by weight of campaign and timing of researchNote: Ad recognition and Brand linkage can be affected by weight of campaign and timing of research

Brand equity impact:How the ad influenced perceptions of the brand

14

Creative delivered well on all equity measures with differentiation significantly up on norm

Across the survey we see that creative differentiationis correlated to higher levels of emotional engagement

Significant up or down vs Automotive norm at 90% C.I Significant up or down vs Automotive norm at 90% C.I

Auto Average

C3

Newspaper Auto diagnostics

15

Very positive scores against the auto diagnostics. With all up vs norms and two significantly high

Although the potential lifestyle score is very high, it doesn’t convert fully into ‘seeing myself driving’

Significant up or down vs Automotive norm at 90% C.I Significant up or down vs Automotive norm at 90% C.I

Auto Average

C3

Emotional connection: CitroenAn overall measure of how the ad engages on an emotional level

16

Strong emotional connection, more than double the Average.

Significant up or down vs Automotive norm at 90% C.I Significant up or down vs Automotive norm at 90% C.I

The emotional connection of an ad is calculated as the average of its three highest scores out of four measures of automotive engagement:

•Makes it look like a car you’d be proud to own

•It’s an exciting car ad

•Helps me see what kind of lifestyle the car could open up for me

•I can see myself driving that car

Auto Average

C3

Citroen is delivering high scores on lifestyle and excitement.

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+1.8x higher (see myself driving the car )

+2.9 higher

(an exciting car ad)

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Newspaper Creative Diagnostics measure how people respond to the ‘look’ of an ad

Significant up or down vs Automotive norm at 90% C.I Significant up or down vs Automotive norm at 90% C.I

High interest score possibly reflected in very strong image scores. Interestingly, this is one of the few ads that delivers on image and clarity of features - arguably due to inset images

NEGATIVE POSITIVEAll NP Norm

Auto Average

C3

Interesting and different ads act as a catalyst for emotional engagement

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Significant up or down vs Automotive norm at 90% C.I Significant up or down vs Automotive norm at 90% C.I

Creative is above Norm for both interest and difference

Our research suggests that high interest and difference scores are linked to higher levels of emotional connection for an Ad.

Min

Sur

vey

Sco

re =

22

NP

Nor

m =

34

Aut

o A

vera

ge =

33

Max

Sur

vey

Sco

re 6

0

Min

Sur

vey

Sco

re =

13

NP

Nor

m =

25

Aut

o A

vera

ge =

20

Max

Sur

vey

Sco

re 6

4

=44

=43

20

Role Map demonstrates how people respond and interpret newspaper ads

All NP Norm

Auto Average

C3

Significant up or down vs Automotive norm at 90% C.I Significant up or down vs Automotive norm at 90% C.I

Emotional engagement manifests in significantly higher levels of affinity and reappraisal.

Best performing ads on Role Map from Automotive survey

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3.3x Higher than

average

2.9x Higher than

average

2.3x Higher than

average

2.1x Higher than

average

8.0x Higher than

average

2.4x Higher than

average

The Affinity comparison

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As at March 2011 (updated monthly). 55 automotive ads tested to date.

The highest scoring ads on Affinity feature vibrant visuals.

The Reappraisal comparison

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As at March 2011 (updated monthly). 55 automotive ads tested to date.

The three highest scoring ads on Reappraisal featured environmental messages.

The Information comparison

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As at March 2011 (updated monthly). 55 automotive ads tested to date.

Clear communication of features and model range can both result in strong Information scores.

The Call to Action comparison

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As at March 2011 (updated monthly). 55 automotive ads tested to date.

A strong call to action can result from emotive advertising or communication of product features as well as retail advertising.

The Public Agenda comparison

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As at March 2011 (updated monthly). 55 automotive ads tested to date.

Ads scoring highly on public agenda feature environmental and/or safety messages.

The Extension comparison

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As at March 2011 (updated monthly). 55 automotive ads tested to date.

High scoring extension ads reveal a range of ways in which newspaper creative can link to TV activity.

More on how newspapers and TV can work harder together

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3 ads that work well with TV

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Hybrid Camry SydneyAll adults 16+FPCTested: March 2010

Fiesta SydneyAll adults 16+FPCTested: July 2010

SkodaBrisbaneProspective & recent car buyersHPTested: June 2009

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Role Map demonstrates how people respond and interpret newspaper ads

All NP Norm

Auto Average

Delivering strong emotional connection as witnessed byhigh Affinity and Reappraisal scores together with a top 4 campaign linkage score within the survey.

Significant up or down vs Automotive norm at 90% C.I Significant up or down vs Automotive norm at 90% C.I

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Role Map demonstrates how people respond and interpret newspaper ads

*Sample: All 16+ rather than Prospective & Recent car *Sample: All 16+ rather than Prospective & Recent car purchasers

All NP Norm

Auto Average

A heavy multichannel campaign. Newspapers linking strongly with television to drive affinity, public agenda and call to action.

Camry

Significant up or down vs Automotive norm at 90% C.I Significant up or down vs Automotive norm at 90% C.I

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Role Map demonstrates how people respond and interpret newspaper ads

Fiesta*

*Sample: All 16+ rather than Prospective & Recent car *Sample: All 16+ rather than Prospective & Recent car purchasers

All NP Norm

Auto Average

A very powerful ad: Emotional connection demonstrated by significant out-performance of auto and NP norms across every measure

Significant up or down vs Automotive norm at 90% C.I Significant up or down vs Automotive norm at 90% C.I