2017 Cannes Young Lions Competition Brief YOUNG MARKETER CATEGORY - ROUND 1 BRING PRINT BACK ON THE PAGE

Transcription

1 2017 Cannes Young Lions Competition Brief YOUNG MARKETER CATEGORY - ROUND 1 BRING PRINT BACK ON THE PAGE Eligibility for YOUNG MARKETER category Please ensure you comply with the below criteria before responding to the brief and submitting your entry: Entrants must be an Australian resident or have a valid Australian work visa (i.e. 457 Business Visa). All Young Lions taking part in the YOUNG MARKETER category must be 30 years of age or younger, born on or after September 29, Each team must consist of two young professionals with full time employment in a client company that engages the services of advertising and communications companies i.e. Intel, Coca Cola. You do not have to work in the same Company to form a team but you must fulfil the above criteria of where you work. Entrants must have a current passport with at least six months validity and be available to travel to France for the international competition in June 2017 or travel to Singapore in September Companies/Agencies owned by News Corp Australia are not eligible to enter the Competition. Please refer to the FAQs for full listing. By entering this competition, entrants automatically agree to accept and abide by the full competition Terms & Conditions located at ozcannes.com.au

2 Background The world has changed, but greatness hasn t All iconic campaigns over the years have launched in Newspapers. The masters of advertising; the Icons David Ogilvy, Bill Bernbach, Charles and Maurice Saatchi all launched their most enduring ad campaigns in Print. Think small - Volkswagen (DDB, 1959) Labour isn t working - Conservative Party (Saatchi & Saatchi, 1979)

3 However, we re now in the 21 st Century. Media options have proliferated for consumers and advertisers alike, resulting in Print our most iconic advertising channel trying to stand out from the clutter. And yet, when we consider the brilliance of the most iconic ad campaigns we remember them as a full page Newspaper ad. Further, we live in an interesting time of fake news, alternate facts and a questioning of what can be trusted. Strong print brands have never been more relevant as demonstrated by Droga5's New York Times campaign, the first of its kind in over 10 years. So we want you to ask yourself: Truth is Hard - The New York Times (Droga5, 2017) DO I HAVE WHAT IT TAKES TO MAKE PEOPLE BUY MORE NEWSPAPERS? A bit of background: Over the past 5 years, printed newspaper circulation has experienced a decline. While this decline is slowing, it hasn t stopped. In spite of this, newspapers continue to reach millions of consumers daily. They hold influence when it comes to the country s agenda and profile of personalities. Research shows that consumers trust what they read in the news* and retain the messages they absorb more so than other media.

4 Additionally, while digital continues to grow, it is still not capable of replacing the reach and influence of Newspapers and will be unable to do so for some time. All of this tells us that there is still life in the printed word. It is a trusted media for many demographics and an untapped opportunity for younger audiences. This is your opportunity to take the challenge and show us how we can turn this around. For your chance to ROAR at Cannes SHOW US THE STRENGTH OF PRINT. *Source: warc - How to plan an effective newspaper campaign 2017 Campaign objective 1. To create a compelling campaign around encouraging consumers to: a) Buy more newspapers b) Change their attitude in relation to the Newspaper channel as an information source Target market The Fans: Protect existing newspapers buyers The Undecided: Encourage lapsed and occasional purchasers to buy more The Newcomers: Ignite interest in Gen Y and Millennials who have/will reach adulthood in the digital age The campaign should: Take a bold and unapologetic stance when selling the merits of newspapers Take into account the battle faced by Newspapers in terms of how other media portrays them as a declining product Show an understanding of the state of the market and future trends Be taken seriously. We want the best that you can give Deliver a message that isn t limited by the fact that this is a News Corp partnered event we want to see what you have in you Consumer background Almost 14.2 million Australians read a printed newspaper each month, which is not far behind 15.4 million people who access Facebook (Source: emmatm conducted by Ipsos MediaCT, 12 months ending December 2016) While readership of printed newspapers has not kept pace with population growth, overall reading in the last month is up compared to 3 years ago (Source: emmatm conducted by Ipsos MediaCT, 36 months ending December 2016) TV viewing in the last week has not grown to the same extent as newspapers have over a month (Source: emmatm conducted by Ipsos MediaCT, 36 months ending December 2016) Newspaper readers do skew older but 5.6 million are aged under 50 (Source: emmatm conducted by Ipsos MediaCT, 12 months ending December 2016) Newspaper readers are more likely to be affluent - both older and up and coming affluents (Source: emmatm conducted by Ipsos MediaCT, 12 months ending December 2016) There are more newspaper readers that have investments over $1m than Facebook do. (Source: emmatm conducted by Ipsos MediaCT, 12 months ending December 2016) Netflix users are most different to the population, but are also the least affluent (Source: emmatm conducted by Ipsos MediaCT, 12 months ending December 2016)

5 The tone Bold, unapologetic, credible and honest. Connects with consumers in a relatable and compelling manner Mandatories / considerations News Corp s assets must be considered as part of your response. See Appendix A for a summary of News Corp assets. Region and markets This brief is for a national campaign. Budget $1 million What does success look like? Please include how you would measure the success of your campaign according to the below criteria: Timing 1. Increased awareness & talkability across the target markets 2. Improved perception across demographics 3. A 20% uplift in sales over a 12 month period The campaign should launch in June 2017 and run for a four week period, with a second wave to run for a four week period in September What we want from you Teams of two are required to develop a marketing brief that clearly outlines the challenges in the brief (with at least three of News Corp s assets to be used). Teams should then create a product/service solution in response to their Marketing brief. The response should include: Project / product description Target audience Insight Campaign objectives & business outcomes Key message Tone of voice Deliverables Budget Timeline KPI s

6 Judging criteria Your team entry will be judged against the following criteria: Clarity of the brief (10%) Knowledge around the client organisation, its product/services and its aim (20%) Specific aims of the campaign (20%) Realism (10%) Strength & Thinking (40%) What you need to submit 1. A title for your idea in the field provided 2. Teams need to submit a written marketing brief (maximum 1500 words) that clearly outlines the challenge in the brief x A4 pages presentation, maximum 1500 words, uploaded as a PDF only, on the product / service solution. Should you wish to include creative elements, they must be within this presentation. 4. Ensure your final page is a summary slide which visually represents the campaign created. Please note: Entries that exceed the maximum upload and/or word count limit in their submission will be automatically disqualified. Submissions must be your team's own original work. NO agency/personal name branding is allowed on submissions. Your entry must be submitted online (hard copies will not be accepted). Each team is required to submit their entry by 5:00pm AEST Friday, March 31, 2017 (late entries will not be accepted. All work created as part of Cannes Young Lions Competition remains the property of News Corp Australia. What happens next? Announcement of First Round Finalists All first round finalists will be announced on Monday May 1st, 2017 on ozcannes.com.au and will move into the second round. Second Round Briefing In the second round, your team will receive a 24 hour print brief and participate in a 3 day boot camp at News Corp HQ in Sydney. The second round brief is to be completed in 24 hours and will be issued on May 10, Winners Announcement Event The winning team of each category will be announced at a Winners Announcement event on Thursday May 11 th at 6:30pm in Sydney and will then go on to represent Australia in their relevant category at the Young Lions Competition at the Cannes Lions International Festival of Creativity. For more information: Visit ozcannes.com.au or speak to your News Corp Australia representative Follow News Corp Australia on LinkedIn, Facebook, Instagram and Twitter

7 APPENDIX A NEWS CORP ASSETS Metro Mastheads News Corp s metro mastheads are Australia s favourite daily newspapers in Queensland (The Courier Mail), New South Wales (The Daily Telegraph), Victoria (The Herald Sun) and South Australia (The Advertiser). They offer readers relevant news, sport, lifestyle, entertainment and business coverage across multiple platforms (print, digital, mobile, tablet and NIMs). Our newspapers reach 6.6 million Australians per week collectively, with one ad placed in our metro newspapers reaching 3.2 million people and 3.4 million on Sundays. Source: emmatm conducted by Ipsos MediaCT, 12 months ending November 2016 The Australian As the country s leading national news brand, The Australian boasts unparalleled national and global news and business journalism across a number of platforms including the daily broadsheet newspaper, desktop and mobile websites, tablets and apps. The Australian is the news brand with exclusive access to Australia s wealthy and powerful and offers a large and desirable audience reaching over 2.9 million Australians across all platforms print, digital, mobile, tablet and NIMs. Source: Nielsen Digital Ratings Monthly November NewsLifeMedia NewsLifeMedia is a content connection business with some of the most powerful and trusted brands in the country including Taste.com.au, Donna Hay, Vogue Australia, GQ Australia, Body + Soul, Kidspot.com.au and Australia s number one news source, News.com.au. News Life Media aims to shape a more stylish, creative and connected way for Australians to live through content that informs, inspires and moves our consumers to action. NewsLifeMedia s digital and print assets reach an unduplicated audience of 8.7 million representing 48% of Australians aged over 14 every month. Source: Nielsen Digital Ratings Monthly November News Community Titles News Corp s News Community Titles include over 100 local mastheads across Australia. Our national network of local mastheads and digital options enable businesses and retailers to connect with their customers in their very own neighbourhood. Our News Community media network reaches 4.7 million readers locally each week, whilst delivering over 2 million locals to our online pages each month Source: Nielsen Digital Ratings Monthly November Sport News Corp Australia offers engagement with audiences that love their sport via the Supercoach, SuperRacing and Footy Tipping programs.

8 APPENDIX B - AUDIENCE & MEDIA CONSUMPTION DATA Table 1. Media Penetration % of those who have consumed a specific media type broken down by age bracket Table 1. Media Penetration Totals Weekday newspapers read in LW Any newspapers read LW including communities & rural Totals [000] Vert % [000] Vert % Index [000] Vert % Index [000] Vert % Index [000] Vert % Index Read any Weekly Magazine Read any Monthly Magazine Used internet in LW Used Mobile phone to access internet in LW Used Tablet to access internet in LW Source: emmatm conducted by Ipsos MediaCT, 12 months ending December 2016 Table 2. Attitudes to Media % of people s attitudes to different media types broken down by age bracket Totals Totals [000] Vert % [000] Vert % Index [000] Vert % Index [000] Vert % Index [000] Vert % Index Nearly all TV ads annoy me I mostly listen to radio in my car I will switch radio stations to avoid ads I notice advertising on buses and taxis You cannot help seeing those big billboards I often enter competitions run by newspapers, magazines or radio stations I use coupons I find in newspapers and magazines Advertising catalogues give me ideas on what to buy I am interested in hearing about celebrities I find print advertising more reliable than TV advertising I read most of the mobile advertising messages I receive The online and mobile advertising messages that are tailored to me are useful Source: emmatm conducted by Ipsos MediaCT, 12 months ending December 2016

9 Table 3. Media Consumption Media consumption (Heavy, medium & light) broken down by age bracket Totals Newspapers including communities,rural & NIMs\Heavy (7+ issues a week) Totals [000] Vert % [000] Vert % Index [000] Vert % Index [000] Vert % Index [000] Vert % Index Newspapers including communities,rural & NIMs\Medium (3 to 6 a week) Newspapers including communities,rural & NIMs\Light (1 to 2 a week) Newspapers including communities,rural & NIMs\Non-consumers (do not read newspapers) Magazines\Heavy (4+ magazines read) Magazines\Medium (2 to 3 magazines read) Magazines\Light (1 magazine read) Magazines\Non-consumers (do not read Magazines) TV\Heavy (4:00 hours or more a day) TV\Medium (2:00 to 3:59 hours a day) TV\Light (up to 1:59 hours a day) TV\Non-consumers (did not watch TV) Radio\Heavy (3:00 hours or more a day) Radio\Medium (1:00 to 2:59 hours a day) Radio\Light (up to 0:59 hours a day) Radio\Non-consumers (did not listen to Radio) Internet\Heavy (3:00 hours or more a day) Internet\Medium (1:00 to 2:59 hours a day) Internet\Light (up to 0:59 hours a day) Internet\Non-consumers (did not use internet) Outdoor\Heavy (3:00 hours or more a day) Outdoor\Medium (1:30 to 2:59 hours a day) Outdoor\Light (up to 1:29 hours a day) Outdoor\Non-consumers (did not spend time outdoor) Source: emmatm conducted by Ipsos MediaCT, 12 months ending December 2016

10 Table 4. Category Intention % of those who have read newspapers in the last week including communities & rural and their intention to spend on certain categories broken down by age bracket Any newspapers read LW incl. communities & rural Totals Auto - Intend to purchase in next 12 months Real estate - likely to buy a new home in next 12 months Telecommunications - Responsible for household decisions Finance - Responsible for household decisions Travel - Intend to travel domestically in 6 months or internationally in 12 months Personal finance - Over $1 million in investments Business decisions - Responsible for any business decison making Sport - Place a Bet/Go to professional sport event in last 3 months Totals [000] Vert % [000] Vert % Index [000] Vert % Index [000] Vert % Index [000] Vert % Index Food - Food preparer or GB Entertainment - Go to the movies at least once a month or watch DVD, rented movie/tv series at least 2-3 times per month Source: emmatm conducted by Ipsos MediaCT, 12 months ending December 2016

11 Table 5. Top 20% by category % of those who have read newspapers in the last week including communities & rural and their actual spend on certain categories broken down by age bracket Any newspapers read LW incl. communities & rural Totals [000] Vert % [000] Vert % Index [000] Vert % Index [000] Vert % Index [000] Vert % Index Totals Baby goods (excluding clothing) (Median weekly AUD 20.7) Cigarettes & Tobacco (Median weekly AUD 106.6) Fast Food And Takeaway (Median weekly AUD 94) Meals In Restaurants, Hotels, Clubs And Related (Median weekly AUD 142.5) Education Fees (Median weekly AUD 239.2) Audio Visual Equipment Tools, Media & Software (Median weekly AUD 163.2) Books (Median weekly AUD 54.7) Cinema Fees & Charges (Median weekly AUD 40.4) Concerts, Theatres, Museums, Nightclubs And Other Social & Cultural Fees (Median weekly AUD 125.5) Health, Fitness & Sport Fees & Charges (Median weekly AUD 106.2) Holiday & Airfare Expenditure (Median weekly AUD 318.5) Magazines & Comics (Median weekly AUD 15.8) Newspapers (Median weekly AUD 13.6) Recreational, Leisure & Sporting Equipment & Fees (Inc. Toys) (Median weekly AUD 74.4) Travel insurance - selected payments (Median weekly AUD 13) Alcoholic Beverages (Median weekly AUD 151.2) Bread, Cakes, Pasta & Cereals (Median weekly AUD 61.4) Dairy (Median weekly AUD 34.5) Fish & Seafood (Median weekly AUD 22) Fruit & Vegetables (Median weekly AUD 59) Meat & Poultry (Median weekly AUD 63) Non-Alcoholic Beverages (Median weekly AUD 40) Packaged Food & Additives (Median weekly AUD 54)

12 Table 5. Top 20% by category (continued) % of those who have read newspapers in the last week including communities & rural and their actual spend on certain categories broken down by age bracket Any newspapers read LW incl. communities & rural Totals [000] Vert % [000] Vert % Index [000] Vert % Index [000] Vert % Index [000] Vert % Index Totals Children's & Infants' Footwear & Clothing (Median weekly AUD 45.6) Footwear (Median weekly AUD 85.7) Hosiery (Median weekly AUD 14.9) Men's Footwear & Clothing (Median weekly AUD 93.4) Watches, Jewellery & Accessories (Median weekly AUD 62.9) Women's Footwear & Clothing (Median weekly AUD 119.2) Fuel (Median weekly AUD 61.4) Health & Medical (Median weekly AUD 110.5) Health Insurance (Median weekly AUD 88.9) Personal Care (Median weekly AUD 81.2) Building & Contents Insurance (Median weekly AUD 26.8) Dwelling Repairs & Maintenance (Median weekly AUD 203.9) Garden & Hardware (Median weekly AUD 63.3) Homewares & Furnishings (Median weekly AUD 182.5) Household Consumables (Median weekly AUD 46.3) Pet & Animal Expenditure (Median weekly AUD 57.2) White goods (Median weekly AUD 172.7) Interest Repayments (excluding mortgages) (Median weekly AUD 70.4) Child Care Services (Median weekly AUD 169.4) Household Services (Median weekly AUD 72.7) Stationery (Median weekly AUD 24) Landline & Mobile Phone Charges (Median weekly AUD 76) Vehicle Maintenance (Median weekly AUD 337.2) Source: emmatm conducted by Ipsos MediaCT, 12 months ending December 2016