CAMPAIGN TESTS COMBINED REPORT SUMMER CAMPAIGN 2013 INNOVASJON NORGE AUGUST 2013

Transcription

1 CAMPAIGN TESTS COMBINED REPORT SUMMER CAMPAIGN 2013 INNOVASJON NORGE AUGUST

2 Background And Purpose In spring 2013, Innovasjon Norge launched a campaign in a number of countries regarding Norway as a summer holiday destination. day THE PURPOSE IS TO ANSWER: Overall outcome of the campaigns: How many did the campaigns persuade to go to Norway? What is the campaign recall? How is the campaign rated? What do the effect hierarchies of the campaigns show? What is the campaign and branding effects of each campaign? Which campaign and branding messages were most effectively communicated? Which campaign and branding dimensions were communicated in each country? Epinion has evaluated the campaigns in the following countries: United Kingdom France Germany Russia Norway Netherlands Sweden Denmark The campaigns are evaluated in detail in reports covering each campaign individually. Here, the purpose is to evaluate the overall results from the campaigns. 2

3 Overall conclusions: What have the campaigns achieved? The campaign has managed to make approximately 2.5 million people more interested in spending their summer holiday in Norway. This is equivalent to 5% of the target group. 42% of the target group remember the campaign. Most people recall the campaign in Norway (60%), while the lowest recall rate is found in United Kingdom (28%). Furthermore, it seems like TV Commercials are more likely to create campaign recall in the target group than through other platforms. The campaigns are rated favourably in all countries. However, the Russian campaign gets a extraordinary positive assessment with more than 50% rating the campaign as better than other campaigns. Especially, the Russian and the Norwegian campaigns are successful regarding the campaign effect. However, only in few countries are the campaign very successful in branding Norway as a summer holiday destination. 3

4 PERSUASION 4

5 Outcome: How many did the campaigns persuade? NORWAY RUSSIA Denmark France Germany Netherlands Norway Russia UK Sweden SWEDEN Net effect: Desire to FRANCE go to Norway 11% 6% -1% 3% 0% 13% 4% 6% GERMANY Number of DK persons persuaded UK With or without campaigns, a lot of people want to go to Norway on holiday. The table shows the net effect: What the campaign in itself has achieved. This is measured by combining the results from the tracking (unexposed) to the results from the campaign test (exposed). We compare the proportion NL answering 8-10 of the question How likely is it that you will go on holiday to Norway in the next 12 months?, where 0 is I will definitely not and 10 is I will definitely. Number of persons persuaded is calculated by using information of the number of inhabitants in the geographical area, where the campaign has been executed, and the age distribution of the country as a whole. The campaigns have convinced between 0% and 13%. Norway is a special case as there are more than 50 % who before the campaign wishes to spend their holiday in Norway. Thus, there is probably a ceiling effect here. All in all the campaign has succeeded in persuading approximately 2.5 million people. 5

6 CAMPAIGN RECALL 6

7 Margianal change in Norway's SOV Norway s Share of Voice MARGINAL CHANGE IN NORWAY S SOV DURING CAMPAIGN NORWAY RUSSIA 50% 78% ASSOCIATION BETWEEN CAMPAIGN SPENDING AND MARGINAL CHANGE 90% 80% 70% SWEDEN FRANCE 47% 47% 60% 50% 40% Netherlands United Kingdom Denmark GERMANY 22% 30% Germany France DK 3% 20% 10% Sweden Russia Norway -6% UK -7% NL -20% 0% 20% 40% 60% 80% 100% 0% -10% -20% Campaign spending NOK Norway s SOV changed quite differently in the different countries during the campaign period (left panel). In Norway, Russia, Sweden and France there was a large increase in the SOV, while Norway s SOV did not increase in UK and Netherlands. The right panel shows that there is some association between spending and change in SOV. However, other factors (execution of the campaign, use of platforms, content) obviously also have a major impact. 7

8 Recall of campaign PROPORTION OF TARGET GROUP REMEMBERING AT LEAST ONE OF THE CAMPAIGN ELEMENTS (Red line is the average) Norway 60% Russia 53% Sweden 50% France 41% Germany 40% Netherlands 33% Denmark 31% United Kingdom 28% 0% 10% 20% 30% 40% 50% 60% 70% The campaign recall resembles the changes in the SOV. Most people recall the campaign in Norway, Russia and Sweden all are over the average of 42% (the red line). However, less than a third of the target group recalls any of the campaign elements in Denmark and the United Kingdom. 8

9 Recall of the campaign WHICH PLATFORMS GENERATE RECOLLECTION OF THE CAMPAIGN TV Commercial 33% SWEDEN TV COMMERCIAL Poster 24% POSTER Advertisement 21% UK NL Internet Banner 17% 0% 5% 10% 15% 20% 25% 30% 35% It seems like TV Commercials are more likely to generate recollection of the campaign. Looking more closely at the pattern in data, we find that 4 of the 5 countries that have the highest marginal increase in Norway s SOV, also use TV Commercials as a platform. 9

10 RATING OF CAMPAIGN 10

11 THE POSITIVELY RATED CAMPAIGN RATING OF THE CAMPAIGN 100 % 90 % 80 % 3% 23% 10% 9% 3% 5% 25% 26% 12% 8% 4% 26% 70 % 34% 35% 42% 34% 60 % 50 % 40 % 51% 51% 51% 46% 30 % 20 % 10 % 0 % 2% 9% 45% 45% 1% 6% 8% 1% 1% 21% 12% 5% 4% 1% 12% 1% 5% 4% 5% 8% 3% 2% 3% DENMARK FRANCE GERMANY NETHERLANDS NORWAY RUSSIA UK SWEDEN Much better Better Neither better nor poorer Much poorer Poorer Do not know 3% 38% 47% 0% 2% The Russian campaign gets a very positive rating by the target group. More than half of the target group assess the campaign as better than other campaigns. Also, the French and German campaigns are positively assessed. We should be cautious of intercultural differences in how the target groups assess campaigns. However, as they all assess the campaign compared to what they are used to, we measure the most interesting aspect: Whether the campaign is judged as better or worse than what they usually see. 11

12 THE POSITIVELY RATED CAMPAIGN RATING OF THE CAMPAIGN S PLATFORM 100 % 90 % 80 % 3% 22% 13% 13% 5% 5% 8% 31% 31% 28% 70 % 40% 42% 60 % 50 % 53% 40 % 50% 53% 51% 30 % 38% 37% 20 % 10 % 0 % 7% 2% 13% 6% 4% 1% 3% 1% 1% 5% 4% 7% 6% 8% 1% 4% 2% 4% Internet Banner TV Commercial Poster Advertisement Section in Newspaper Banner Do not know Much poorer Poorer Neither better nor poorer Better Much better Especially the TV Commercials and the Posters are positively rated. More than half of the target group assess these as better than other campaigns. The Internet Banners get the least positive assessment, while both the Advertisements and Section in Newspaper are rated better than other campaigns by approximately 35 percent of the target group. 12

13 COMMUNICATION EFFECTS 13

14 Effect hierarchy Denmark France Germany Netherlands Norway Russia UK Sweden Average Persuaded and active - holiday Persuaded and active - contact 5% 23% 25% 10% 8% 53% 20% 8% 19% 0% 5% 3% 11% 2% 6% 2% 1% 4% 21% 46% 43% 31% 21% 14% 47% 21% 31% Persuaded 53% 12% 19% 29% 44% 8% 19% 51% 29% Involved Only campaign recollection 21% 13% 10% 20% 25% 19% 12% 19% 17% The effect hierarchy is the classic way of evaluating a campaign. We have modified the normal AIDA hierarchy slightly to take into account the more complex product (a holiday in Norway) to be communicated in the campaigns. It can be seen that the campaigns in especially Russia and also to some extent Germany are more effective. The Scandinavian campaigns produce weaker effect, and primarily get the target group involved. 14

15 Campaign and branding effect 12,0 10,0 8,0 6,0 4,0 2,0 0,0 0,8 10,6 1,4 1,4 0,5 0,9 4,9 0,0 2,4 2,7 2,0 2,0 1,9 0,0 1,2 DENMARK FRANCE GERMANY NETHERLANDS NORWAY RUSSIA UK SWEDEN Campaign Branding The campaign effect is the ability of a campaign to convey the (immediate) campaign messages to the target group. The branding effect is the ability of the campaign to convey the (long-term) brand to the target group. Ideally, the campaign and branding effects should reinforce each other, meaning that each campaign both achieves the immediate campaign results and reinforces Norway s brand. The immediate campaign effect should not be achieved at the expense of the long-term branding effect. Russia produced an impressive campaign effect. However, the campaign was unable to strengthen Norway s brand in Russia. In general, the campaigns did not produce large branding effects. The campaign had the least success in United Kingdom with a modest campaign effect and no branding effect. 15

16 Net campaign effect: The 3 most significant campaign messages in each country Denmark France Germany Netherlands Norway Russia UK Sweden 1 Telemarken has the perfect mixture of culture and nature Norway is accessible There are attractive offers for a holiday in Norway Norway is closer than you think Norway has a travel offer which is relevant for me The package holidays to Norway are attractively priced Hurtigruten is the best way to experience Norway A vacation in Norway gives good value for money 2 Fjord Norge offers experiences that exceed, what you can imagine Norway is an exciting destination for a short stay Northern Norway is a different and exciting holiday destination In Norway, you can combine nature and city life, as both are close by Norway is an exciting destination for me It is clear to me how I can arrange my travel to Norway A holiday in Norway is not as expensive as you may think Norway offers many exciting activities and experiences that you cannot get elsewhere 3 In Norway you are close to great Book your holidays in experiences Norway at VAT/HR Norway is closer than you think A holiday in Norway offers you a lot of experiences that you will not forget I still discover new aspects of Norway as a tourist destination It is not as expensive to go to Norway as many think A trip on Hurtigruten is a great way of experiencing Norway s coastline Norway has a variety of attractive activities and experiences The table shows the three campaign messages which have been communicated most effectively to the target group in each country. The campaign messages are calculated as net results. Hence, it is not the campaign messages most prevalent in the target groups, but the messages which have been communicated most effectively, which are included in the table. 16

17 Campaign effect: The 3 most important campaign messages for going to Norway Denmark France Germany Netherlands Norway Russia UK Sweden 1 In Norway you are close to nature Book your holidays in Norway at VAT/HR There are attractive offers for a holiday in Norway A holiday in Norway offers a Norway is an lot of experiences exciting that you will not destination for me forget A holiday in Norway offers exciting and different experiences A trip on Hurtigruten is a great way of experiencing Norway s coastline You can experience great nature in Norway 2 In Norway you are Norway is modern close to great and avant-garde experiences Northern Norway is a different and exciting holiday destination Norway is closer than you think Norway has a travel offer which is relevant to me Hurtigruten is a beautiful way to explore Norway from the sea A holiday in Norway offers you a wide range of activities Norway has a variety of attractive activities and experiences 3 Fjord Norge offers experiences that exceed, what you can imagine Norway is accessible You can experience a unique and natural scenery in Northern Norway Norway is truly different from other countries Norway has many experiences to offer The package holidays to Norway offer good value for money There is a wide range of interesting areas in Fjord Norway Norway offers many exciting activities and experiences that you cannot get elsewhere The table shows the three campaign messages which have the largest impact on going to Norway on summer holiday. The messages shown on the former slide showed which campaign messages that the campaign had communicated to the target group, while this slide show which ones that are the most important for going to Norway on holiday. 17

18 Net branding effect: The 3 most significant branding dimensions in each country Denmark France Germany Netherlands Norway Russia UK Sweden 1 It has new and It is easy to plan a interesting places trip to Norway It has exciting cities It offers good hiking It offers a wide range of sustainable alternatives It offers good cycling It offers good hiking It has great cuisine and local specialties 2 It has great cuisine and local specialties It is easy to book all elements of a holiday It offers good cycling It has great cuisine and local specialties It has exciting cities It is easy to book all the elements of a holiday to Norway It offers good cycling It has exciting cities 3 It offers a wide range of sustainable alternatives It offers a wide range of sustainable alternatives It has an exciting culture and history It offers good cycling It has a great cuisine and local specialties It offers good hiking It has new and interesting places It offers a wide range of sustainable alternatives The table shows the three branding dimensions which have been communicated most effectively to the target group in each country. The branding dimensions are calculated as net results. Hence, it is not the branding dimensions most prevalent in the target groups, but the dimensions which have been communicated most effectively, which are included in the table. 18

19 Branding effect: The 3 most important branding dimensions for going to Norway Denmark France Germany Netherlands Norway Russia UK Sweden 1 It has new and interesting places It is easy to book It has an exciting all elements of a culture and history holiday to Norway It has an exciting culture and history It has spectacular It is easy to plan a It has new and natural scenery trip to Norway interesting places It offers great hiking 2 It is easy to plan a trip to Norway It is easy to book all the elements of a holiday to Norway It offers a wide range of sustainable alternatives It has new and interesting places It offers good hiking It is easy to book all the elements of a holiday to Norway It offers a wide range of sustainable alternatives It has spectacular natural scenery 3 It has a spectacular natural scenery It has exciting cities It is easy to plan a Norway is easy to trip to Norway get to It has new and Norway is easy to interesting places go to It has great cuisine and local specialties It offers experiences that you cannot find elsewhere in the world The table shows the three branding dimensions which have the largest impact on going to Norway on summer holiday. The messages shown on the former slide showed which branding dimensions that the campaign had communicated to the target group, while this slide show which ones that are the most important for going to Norway on holiday. 19

20 EPINION COPENHAGEN EPINION AARHUS EPINION OSLO EPINION STAVANGER EPINION MALMÖ EPINION SAIGON RYESGADE 3F 2200 COPENHAGEN N DENMARK T: E: TYA@EPINION.DK W: NORDHAVNSGADE AARHUS C DENMARK T: E: TV@EPINION.DK W: BISKOP GUNNERUS GATE OSLO NORWAY T: E: MRB@EPINION.NO W: HOSPITALSGATA STAVANGER NORWAY T: E: SM@EPINION.NO W: ADELGATAN MALMÖ SWEDEN T: E: HAL@EPINION.SE W: 11TH FL, DINH LE BUILDING, 1 DINH LE, DIST. 4, HCMC VIETNAM T: E: OFFICE@EPINION.VN W: