CAMPAIGN TEST SUMMER CAMPAIGN DENMARK SUMMER 2013 INNOVASJON NORGE JUNE 2013

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1 CAMPAIGN TEST SUMMER CAMPAIGN DENMARK SUMMER 2013 INNOVASJON NORGE JUNE

2 Background And Purpose In May 2013, Innovasjon Norge launched a campaign in Denmark about Norway as a summer holiday destination. In order to evaluate the campaign, as well as providing input to future campaigns, Epinion has conducted a test of the campaign. The campaign test was conducted through an internet survey in June THE PURPOSE IS TO ANSWER: What is the aided and unaided recollection of the campaign? How is the campaign rated? What is the Tone of Voice (TOV) of the campaign? What effect does the campaign have in regards to involving and persuading the audience? What is the campaign s branding effect? Nature based target group The test is conducted within the nature based target group (see page 32 for definition). Only people who fit the target group participated in the test of the campaign. A total of 1206 respondents were invited for the study with 829 of these falling within the target group. 603 respondents completed the interview. The survey collected interviews from respondents who remembered having seen one of the tested elements as well as respondents who did not. Benchmark This report analyses the effect of the campaign and benchmarks it against other Innovasjon Norge summer campaigns in Scandinavia 2013 a solid base with 1,759 completed interviews. The campaigns outside Scandinavia are not included in the benchmark. 2

3 Conclusions And Recommendations The unaided recollection of the campaign for Norway as a holiday destination is 36%. The aided recollection is between 14% and 23%. During the campaign period, Norway s Share of Voice (SOV) in Denmark did not increase after the campaign was launched. However, it seems that Norway s SOV in Denmark was already on a downward trend when the campaign was launched. Thus, it seems that the campaign primarily contributed to stabilising the SOV. However, the SOV does come from a vey high winter level and remains one of the dominant countries throughout the period. The different campaign elements are rated quite differently, but especially Internet Banner 1, the Advertisement and the Poster are positively rated compared to the benchmark. The campaign s Tone of Voice (TOV) is primarily beautiful and credible. However, a substantial proportion of the target group also says the campaign is uninteresting. In general, the positive TOVs do not perform better than the benchmark, and the uninteresting description of the campaign is worrying. The target group primarily perceives the message of the campaign to be the impressive nature one can experience in Norway. Overall, the included platforms have not been very successful in making the Danish target group more likely to plan a holiday in Norway. Only two out of four platforms (i.e. Internet Banner 1 and the Poster) rank higher than the benchmark. Considering the effect hierarchy, the campaign is succeeding at getting the target group more involved. Nonetheless, the campaign could perform better in relation to persuading people. Looking more closely at the communication effects, the campaign has produced a positive effect. The campaign effects are positive, but the campaign performs below the benchmark. On the other hand, the campaign has the strongest impact on the most important targets for considering a holiday in Norway. Nonetheless, in the future, the campaign would benefit from emphasizing on the geographical proximity between Denmark and Norway. Considering the branding effects, the general conclusion is that the campaign produces substantial influence compared to the benchmark. Despite these positive effects, it would be beneficial for the campaign to emphasize how easy it is to travel to Norway from Denmark, as this consideration has a substantial impact on the Danish target group s probability of going to Norway on holiday. 3

4 Elements tested Internet Banner 1 Advertisement 1 Internet Banner 2 Poster Internet Banner 4 Internet Banner 3 Note: The campaign elements were randomly assigned to the respondents. Thus, only a subset of the these were asked questions about each campaign element 4

5 RECALL AND RATING OF CAMPAIGN 5

6 Recollection Of The Campaign Channels UNAIDED AND AIDED RECOLLECTION CHANNELS, UNAIDED RECALL Unaided recall, general 36% Aided recall, Internet banner 1 23% Aided recall, Poster 20% Aided recall, Advertisement 19% Aided recall, Internet banner 4 17% Aided recall, Internet banner 2 15% Aided recall, Internet banner 3 5% 0% 10% 20% 30% 40% Ad in a newspaper, magazine etc. 59% On television 45% On an Internet banner 26% In a brochure 24% Supplement in a newspaper, 21% In an online newsletter 12% On Facebook 10% At a travel agency or tour operator 6% Outdoor advertisement 4% In a film on the Internet 4% At a fair 3% Do not know 2% On the radio 2% Elsewhere 1% In the cinema 1% 0% 10% 20% 30% 40% 50% 60% 70% N =603 N=214 The unaided recall is 36%. This means that 36% of the target group remembers having seen an advertisement for Norway as a holiday destination in the past month. The channels show that the unaided recall comes primarily from advertisement in a newspaper, magazine or similar (59%), while recall also originates from television (45%), an Internet Banner (26%) and a brochure (24%). The aided recall for Internet Banner 1 is 23%, which is the highest of all campaign elements. Thus, when shown this Internet Banner, 24% of the nature target group remembers having seen it before. The aided recall for the Poster is 20%, while the Advertisement has a recall of 19%. Internet Banner 4, Internet Banner 2 and Internet Banner 3 have respectively a recall of 17%, 15% and 5%. 6

7 Norway s Share of Voice NORWAY S SHARE OF VOICE IN DENMARK (NATURE BASED TARGET GROUP) 70% 62% 60% 50% 47% 40% 41% 38% 38% 39% 37% 31% 30% 20% 10% 0% Norway Denmark Italy Iceland Sweden Finland Germany n=2.412 (lowest n=66) The respondents were asked whether they, during the last month, recall having seen any advertisements for countries where you can go on holiday. The respondents could choose one or more countries. The campaign was launched in May 2013, and it has not caused a substantial increase in Norway s SOV; 38% and 39% (in May) against 38% before the campaign was launched (in April). It seems that Norway s SOV in Denmark was already on a downward trend when the campaign was launched. Thus, it is plausible that the campaign primarily contributed to stabilisíng the SOV. Moreover, this interpretation is supported by the fact that Norway s SOV decreased after the campaign slowed down in June. However, it should be noted that Norway s SOV comes from a very high level (probably caused by winter campaigns) and remains dominant even though it is declining. 7

8 Rating Of The Different Platforms In The Campaign HOW WOULD YOU RATE THE CAMPAIGN? 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 18% 50% 25% 8% 3% 2% 1% 0% 3% 4% 1% 4% 5% 5% 4% Internet Banner 1 7% 36% 43% Internet Banner 2 14% 15% 51% 27% 46% 31% 23% 47% 14% Advertisement Poster Internet Banner 3 4% 6% 33% 48% 30% 2% 7% 4% 1% 9% 1% 7% 6% Internet Banner 4 13% 46% Benchmark n= n= DO YOU THINK THE CAMPAIGN IS BETTER OR POORER THAN OTHER CAMPAIGNS YOU REMEMBER? 100% 4% 1% 3% 5% 1% 3% 4% 11% 90% 18% 16% 22% 25% 80% 32% 39% 70% 60% 50% 40% 30% 20% 10% 0% 52% 5% 11% 0% 2% 18% Internet Banner 1 53% 15% Internet Banner 2 50% 41% 4% 1% 5% 1% 10% 9% 52% 18% 5% 13% Advertisement Poster Internet Banner 3 58% 49% 11% 6% 2% 2% 14% 10% Very positively/much better Positively/Better Neither positively/better nor negatively/poorer Negatively/Poorer Very negatively/much poorer Don't know There are quite substantial differences in the assessment of the different campaign elements. Both Internet Banner 1, the Poster and the Advertisement were positively assessed by more than 60% and performed on par or better than the benchmark. The other internet banners performed below benchmark, and Internet Banner 3 had a quite large share of respondents who assessed it negatively. While most of the campaign elements are rated below benchmark, both the Advertisement and the Poster are rated better than other campaigns. Internet Banner 4 Benchmark 8

9 MESSAGE AND TOV 9

10 Tone of Voice Across Platforms Bigger Font Size Indicates More People Using The Word To Describe The Campaign Catalogue n=342 10

11 Tone of Voice Across Platforms Compared To The Other Campaigns TONE OF VOICE FOR THE DANISH CAMPAIGN COMPARED TO BENCHMARK Beautiful Credible Uninteresting Serious Creative Attractive Informative Usable Different Do not know Modern Challenging Innovative Entertaining Confusing Irritating Fun Patronising Unethical 0% 0% 0% 0% 5% 5% 4% 4% 4% 6% 7% 6% 8% 10% 9% 10% 10% 9% 9% 8% 12% 15% 15% 15% 16% 17% 18% 17% 18% 19% 22% 22% 22% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 24% 25% 29% 38% 39% Denmark Summer Campaign Benchmark n=342 The campaign is primarily perceived as beautiful and credible. However, both ratings are below benchmark. No less than 19% rated the campaign as uninteresting a much more critical description than in other campaigns. In general, there is quite few TOVs where Denmark outperforms the benchmark. Thus, it seems like the Danish campaign was less successful in promoting a clear TOV. 11

12 Tone of Voice Of Each Platform Top Seven TONE OF VOICE OF EACH PLATFORM Credible 62% 30% 52% 56% 21% 10% Beautiful 36% 18% 29% 26% 15% 23% Creative 12% 21% 13% 12% 33% 24% Serious 24% 15% 20% 17% 12% 21% Informative 15% 19% 21% 12% 10% 28% Attractive 24% 10% 26% 23% 8% 13% Modern 15% 9% 18% 12% 8% 36% 0% 10% 20% 30% 40% 50% 60% 70% Internet Banner 1 Internet Banner 2 Advertisement Poster Internet Banner 3 Internet Banner 4 n= This graph shows the top seven dimensions across the six campaign elements. As the graph illustrates, Internet Banner 1 stands out as being more credible and beautiful than the other campaign elements. While Internet Banner 3 had a more creative TOV, the Poster appeared more informative to the Danish target group. 12

13 The Effect Of The Campaign s Tone of Voice On The Probability Of Going To Norway On Holiday The chart shows how the TOV affects the respondents selfreported probability of going on holiday in Norway. WHICH TONE OF VOICE HAS THE STRONGEST EFFECT? Only the TOVs with a statistically significant effect are shown in the chart. The percentages in the figure indicate how much the probability of going on holiday in Norway increases/decreases when respondents describe the campaign by that tone. Attractive 9% Attractive and creative are TOVs with a positive effect, which means that if the target group described the campaign in these terms, they are more likely to go on holiday in Norway. Creative 8% Respondents who rated the campaign as uninteresting are unsurprisingly less likely to think of going to Norway on holiday. Uninteresting -12% -15% -10% -5% 0% 5% 10% 15% n=603 13

14 Low or negative impact The Priority Map Which TOVs Can Increase The Propensity To Go On Holiday In Norway Most Effectively? ADEQUATE TOV mentioned by: Many Impact: Small or negative TOVs located in this area can be downgraded without a major, or perhaps even with a positive, impact on the propensity to go to Norway TOV mentioned by: Few Impact: Small or negative TOVs located in this area should be monitored and can advantageously be kept toneddown if their impact is negative MONITOR TOV used by large share of respondents TOV used by small share of respondents TOV mentioned by: Many Impact: Large and positive RETAIN TOVs located in this area can advantageously be maintained as a decrease is expected to have a major negative impact on the propensity to go to Norway TOV mentioned by: Few Impact: Large and positive If more people could be made to use TOVs placed in this field to characterise the campaign, a significant positive contribution to the propensity to go Norway would be expected PRIORITIZE Large and positive impact The priority map organises the various campaign goals in four boxes according to the share of respondents who use a given TOV to characterise the campaign and the TOV s impact on the respondents propensity to go to Norway. Items in the boxes to the left have a low or negative impact on this propensity, while items to the right have a higher and positive impact. The expected impact of a decrease or increase in the share of respondents who use a respective TOV to characterise the campaign are spelled out in the four boxes to the left. This priority map only focuses on TOVs which have shown a statistical importance for the propensity to go on holiday in Norway. 14

15 TOV mentioned by small share of respondents TOV mentioned by large share of respondents TOV Effects: Did The Campaign Do The Right Things? ADEQUATE Uninteresting RETAIN The priority map shows that the TOVs creative and attractive had a substantial positive impact on the probability of going on holiday in Norway. However, only smaller proportions of the target group characterised the campaign in these terms. Thus, the campaign should promote creativity and attractiveness as TOVs when preparing future campaigns. MONITOR Negative impact on probability for holiday in Norway Creative Attractive PRIORITIZE Positive impact on probability for holiday in Norway Retain: The TOV was used by a large share of respondents to characterise the campaign and it had a high positive impact on the propensity to go to Norway. Prioritize: The TOV was only used by a small share of respondents to characterise the campaign, but had a high positive impact on the propensity to go to Norway. Adequate: The TOV was used by a large share of respondents, but only had a low or even negative impact on the propensity to go to Norway. Monitor: The TOV was used by a small share of respondents to characterise the campaign, and it had a low or even negative impact on the propensity to go to Norway. The priority map only include statements with a statistically significant effect on probability for holiday in Norway 15

16 The Message Of The Campaign Open Answers Coded In Categories WHAT DO YOU THINK THEY ARE TRYING TO SAY ABOUT DESTINATIONS AND HOLIDAY ADVENTURES IN NORWAY? Impressive nature experiences 41% Showcasing Norway as an attractive and popular destination Different possibilities and experiences 11% 11% Recreational and restful holiday Other 7% 6% Active and sporty holiday 3% Family vacation and child friendly environment A destination not far away Something for everybody 1% 1% 2% Do not know 11% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% N=603 The figure shows how the target group perceives the message of the campaign. 41% perceive the message to be about the impressive nature one can experience in Norway, while to another 11% the message is about showcasing Norway as an attractive and popular destination or to be about the different possibilities and experiences. 16

17 EMOTIONS 17

18 Emotionel Statements About Holidays In Norway This table shows that the respondents agree with the statements On holiday in Norway, I can spend quality time with my family and On holiday in Norway, I can restore my inner harmony and balance. Fewer respondents agree with the statement On holiday in Norway, I can feel special and stand out from the crowd. Statements On holiday in Norway, I can spend quality time with my family On holiday in Norway, I can restore my inner harmony and balance On holiday in Norway, I can feel full of renewed energy 58% 46% 40% On holiday in Norway, I can expand my horizon 26% On holiday in Norway, I can feel completely liberated On holiday in Norway, I can avoid surprises and feel safe On holiday in Norway, I can immerse myself in local life On holiday in Norway, I can feel special and stand out from the crowd How the table should be read: 23% 19% 16% 3% n=603 The table shows how many percent of the target group agrees with the statement 18

19 The Effects Of Emotional Statements On The Probability Of Going To Norway The Effect Of The Statements On The Attitude Towards Norway As A Holiday Destination The chart shows the statements which affect the respondents probability to go on holidays in Norway. WHICH STATEMENT HAS THE GREATEST EFFECT? On holiday in Norway I can feel full of renewed energy 10% Only statements with a statistically significant effect are shown in the chart. The results show that six statements have this effect. On holiday in Norway I can spend quality time with my family 8% Especially the statement On holiday in Norway, I can feel full of renewed energy have a clear positive effect on the respondents attitude towards Norway as a holiday destination. On holiday in Norway I can expand my horizon On holiday in Norway I can immerse myself in local life 8% 7% On holiday in Norway I can restore my inner harmony and balance 7% On holiday in Norway I can feel completely liberated 6% 0% 2% 4% 6% 8% 10% 12% n=603 19

20 CAMPAIGN EFFECTS 20

21 Campaign Effects Internet Banner 1 Advertisement Poster Internet Banner 4 Denmark Difference to benchmark Denmark Difference to benchmark Denmark Difference to benchmark Denmark Difference to benchmark Do you think the advertisement(s) have provided you with new knowledge about Norway as a holiday destination? Have you changed your attitude to Norway as a holiday destination after seeing the advertisement(s)? Do you think the advertisement(s) has made you want to go to Norway on holiday within the next year? Have you looked for information about Norway as a holiday destination after seeing the advertisement(s)? Have you visited Visitnorway.dk after having seen the advertisement(s)? n=56-75 How the table should be read: The campaign s scores are placed on a scale from 0 to 100. A score of 100 would imply that all respondents fully agree with the statement/answer yes while a score of 0 indicates that all respondents fully disagree with the statement/answer no. The table shows the campaign s mean score on this scale. All platforms are compared to the same overall benchmark of all campaigns. The table shows the difference between the platform s score and the overall benchmark. Internet Banner 1 and the Poster have made the Danish target group more interested in going on holiday to Norway. Both perform better than benchmark. However, the Danish campaign elements have not been very successful in stimulating an information search or creating visits on visitnorway.dk Note: Internet Banner 2 and Internet Banner 3 are not included because of fewer than 50 respondents who remember seeing the campaign element. Thus, the estimates have too large error margins. 21

22 AD EFFECT HIERARCHY The Ad Effect Hierarchy Explanation Persuaded and active - holiday (+ campaign recollection + involved + persuaded) Is more inclined to go to Norway on holiday The respondent is more likely to be active by going on vacation to Norway Persuaded and active - contact (+ campaign recollection + involved + persuaded) Has searched for information about Norway as a holiday destination The respondent is active by searching information about Norway as a holiday destination. Persuaded (+ campaign recollection + involved) Thinks better of Norway as a holiday destination after seeing the campaign The campaign has changed the respondent s attitude towards Norway as a holiday destination. Involved (+ campaign recollection but NOT persuaded) The campaign is rated better than other commercials The respondent thinks that the campaign is better than other campaigns he or she remembers. Only campaign recollection (but NOT involved or persuaded) Recollection of the campaign without any other effect The respondent can recall the campaign, but is not involved or persuaded. 22

23 The Campaign s Ad Effect Hierarchy The table displays how the campaign elements are succeeding in moving people to higher levels in the hierarchy. Effect Persuaded and active holiday Internet Banner 1 Advertisement Poster Internet Banner 4 Benchmark 4% 2% 6% 7% 7% On an overall basis, the Danish campaign elements are getting the Danish target group involved. However, they perform below benchmark in making people more inclined to go to Norway. Persuaded and active contact 0% 0% 0% 0% 1% Persuaded 20% 23% 19% 23% 21% Involved 59% 60% 62% 32% 49% Internet Banner 4 performs best in connection with moving the Danish target group up the effect hierarchy. Recollection 17% 15% 14% 38% 21% N (% of total) 75 (23%) 65 (19%) 65 (20%) 56 (17%) 23

24 Statements About Norway The PDI Score Internet Banner 1 Advertisement Poster Internet Banner 4 In Norway you are close to nature 92% 92% 94% 96% In Norway you are close to great experiences 79% 82% 82% 89% Fjord Norge offers experiences that exceed what you imagine Telemarken has the perfect mixture of culture and nature You can travel around all of Norway on the Widerøe-ticket 67% 63% 66% 68% 61% 65% 66% 63% 36% 37% 42% 48% Norway - powered by nature 68% 66% 78% 75% How the table should be read: The table shows statements about Norway related to the campaign. The respondents are asked whether or not they agree with the statements: Fully agree, agree, neither agree or disagree, disagree, fully disagree and don t know. The table shows the PDI score. The PDI score is the difference between the two positive statements (fully agree and agree) and the two negative statements (fully disagree and disagree). A PDI score of e.g. 50 would imply that there is 50 percent point more respondents who agree with the statement than there are respondents who disagree. The Danish target group primarily agrees with the statements In Norway you are close to nature and In Norway you are close to great experiences. Especially, respondents who remember seeing Internet Banner 4 agree with the campaign targets. n=

25 COMMUNICATION EFFECTS 25

26 Branding And Campaign Effect Compared To The Other Campaigns ADJUSTED ACCORDING TO SPENDING PER HEAD DENMARK BENCHMARK DIFFERENCE DENMARK BENCHMARK DIFFERENCE Communication effect Campaign effect Branding effect How the table should be read: The average communication effect is the sum of the average campaign and branding effect. Hence, the average communication effect is the average of how well the campaign is doing in meeting the overall target. The branding effect reflects how the campaign has affected the long-term perception of Norway as a holiday destination. The campaign effect reflects how the campaign has affected the current campaign goals. When the branding and campaign effects are positive, the campaign has had a positive effect on the target group s perception. When they are negative, the campaign has had a negative effect on the target group s perception. The adjusted effects and benchmark show the effects adjusted for spending per head compared to the average of all the campaign. Overall, the campaign produced a positive campaign and branding effect. However, when comparing the campaign to the other Scandinavian summer campaigns, the positive campaign effect is below average, while the branding effect is above average. However, adjusting the communication effects for spending per head actually depicts a different picture. Thus, when considering campaign budget and size of target group, the Danish campaign outperforms the Scandinavian benchmark. 26

27 Net campaign effect Net Campaign Effect: What Did The Campaign Do? Telemarken has the perfect mixture of culture and nature 13% Fjord Norge offers experiences that exceed, what you imagine 10% In Norway you are close to great experiences Norway - powered by nature You can travel around all of Norway on the Widerøe-ticket In Norway you are close to nature 4% 6% 6% 7% How the figure should be read: The net effect is the difference in the perception of Norway as a holiday destination between people who recall having seen the campaign and the overall target group. Consequently, the net effect is the change in the perception of Norway as a holiday destination caused by the campaign, adjusted for the effect that any other publicity might have had in the period of time. If people who have seen the campaign are more inclined to associate Norway with a campaign value than people who have not seen the campaign the value will be positive. If people who have seen the campaign are less inclined to associate Norway with a campaign value than people who have not seen the campaign the value will be negative. n (campaign) = % 2% 4% 6% 8% 10% 12% 14% Importantly, the campaign has a positive net effect on all campaign targets. Particularly, there is a large net impact on the target Telemarken has the perfect mixture of culture and nature, while the campaign also had a quite substantial impact on Fjord Norge offers experiences that exceed what you imagine. 27

28 Small impact The Priority Map Which Factors Can Increase The Probability Of Going On Holiday To Norway Most Effectively? Large net effect ADEQUATE Net effect: Large Impact: Small Items located in this area can be downgraded without a major impact on the probability for holiday in Norway Net effect: Small or negative Impact: Small Net effect: Large Impact: Large RETAIN Items located in this area can advantageously be maintained as a decrease is expected to have a major negative impact on the probability Net effect: Small or negative Impact: Large Large impact A priority map organises the various campaign goals in four boxes according to the overall net effect and the goals impact on the probability of going on holiday to Norway. The net effect is the difference in the perception of Norway as a holiday destination between people who recall having seen the campaign and the overall target group. Items in the boxes to the left have a low impact on the probability while items to the right have higher impact on the probability. The expected impact of a decrease or increase in the net effect for items in each boxes are spelled out to the left. Items located in this area can advantageously be monitored and prioritized if their importance increases MONITOR An increase in the net effect with elements placed in this field is expected to provide a significant increase in the total probability PRIORITIZE This priority map only focuses on areas which are important for the probability of going on holiday to Norway. Items with small impact can easily be important in other contexts. Small or negative net effect 28

29 Small/negative net campaign effect Large net campaign effect Campaign Effect: Did The Campaign Do The Right Things? ADEQUATE Fjord Norge offers experiences that exceed, what you imagine RETAIN The priority map indicates that the campaign only fulfilled the right goals to a limited extent. The campaign had the greatest effect on the targets which have the strongest influence on the probability to go to Norway on holiday. Thus, it is important for future campaigns to preserve this focus. In Norway you are close to great experiences Nonetheless, the statement In Norway you are close to nature also has a considerable influence on the probability for a holiday in Norway, but the campaign did not sufficiently affect this target. Norway - powered by nature Retain: The campaign had a large net campaign effect on the campaign targets which have high impact on the probability for holidays in Norway Prioritize: The campaign had a small or negative net campaign effect on the campaign targets that have a high impact on the probability for holidays in Norway Adequate: The campaign had a large net campaign effect on the campaign targets that have a low impact on the probability for holidays in Norway n (campaign) = MONITOR Low impact on probability for holiday in Norway In Norway you are close to nature PRIORITIZE High impact on probability for holiday in Norway Monitor: The campaign had a small or negative net campaign effect on the campaign targets that have a low impact on the probability for holidays in Norway The priority map only include statements with a statistical significant effect on probability for holiday in Norway 29

30 Net Branding Effect: What Did The Campaign Do? NET BRANDING EFFECT It has new and interesting places 11% It has great cuisine and local specialities 9% Offers a range of sustainable alternatives 8% It has an exciting culture and history 7% Experiences that you cannot find elsewhere 6% It has exciting cities 6% Experience natural phenomena 5% Norway is easy to get to 4% Easy to book all the elements 4% It is easy to plan a trip to Norway 4% It offers good cycling 3% It has spectacular natural scenery 3% It offers good hiking 3% It offers good angling 2% It offers excellent skiing, snowboarding, etc. 1% 0% 5% 10% 15% How the figure should be read: The net effect is the difference in the perception of Norway as a holiday destination between people who recall having seen the campaign and the overall target group. Consequently, the net effect is the change in the perception of Norway as a holiday destination caused by the campaign, adjusted for the effect that any other publicity might have had in the period of time. If people who recall having seen the campaign are more inclined to associate Norway with a given branding value than people who do not recall having seen the campaign the value will be positive.. If people who recall having seen the campaign are less inclined to associate Norway with a given branding value than people who do not recall having seen the campaign the value will be negative. n (campaign) = The campaign has had the largest net branding effects on the dimensions It has new and interesting places and It has great cuisine and local specialities. Overall, the campaign had a positive impact on all branding targets. 30

31 Small/negative net branding effect Large net branding effect Branding Effect: Did The Campaign Do The Right Things? n (campaign) = ADEQUATE It offers experiences that you cannot find anywhere else in the world It offers an opportunity to experience natural phenomena such as the midnight sun or the northern lights MONITOR It offers good angling Low impact on probability for holiday in Norway It has great cuisine and local specialities Norway is easy to get to It offers excellent skiing, snowboarding, etc. It offers a wide range of sustainable alternatives It has exciting cities It offers good hiking It has an exciting culture and history RETAIN It has new and interesting places It is easy to book all the elements of a holiday to Norway It is easy to plan a trip to Norway It has spectacular natural scenery PRIORITIZE High impact on probability for holiday in Norway The campaign affected the right branding targets to a very limited extent. The campaign only had a substantial net effect on one target, which has a large impact on going to Norway on holiday i.e. It has new and interesting places. Other important targets like It is easy to plan a trip to Norway and It has a spectacular natural scenery are targets that the campaign should prioritise in the future. Retain: The campaign had a large net branding effect on the branding targets which have a high impact on the probability of holidays in Norway Prioritize: The campaign had a small or negative net branding effect on the branding targets that have a high impact on the probability of holidays in Norway Adequate: The campaign had a large net branding effect on the branding targets that have a low impact on the probability of holidays in Norway Monitor: The campaign had a small or negative net branding effect on the branding targets that have a low impact on the probability of holidays in Norway The priority map only include statements with a statistically significant effect on probability for holiday in Norway 31

32 Platform Efficiency Advertisement: 110 The campaign achieves an overall platform efficiency score of 95. This is below the average of the other Scandinavian campaigns. The overall campaign efficiency is the result of an unequal contribution from the three platforms. Especially the banner performs below the other platforms, while the poster has had the relatively greatest efficiency. Internet Banner: 85 Overall platform efficiency: 95 Poster: 120 What platform efficiency means The platform efficiency measures how successful the campaign was in transforming the attention into interest, and in the end into a wish to go to Norway on holiday The better the platforms are at transforming the interest into a desire to go to Norway (with reference to the effect hierarchy), the higher the efficiency score becomes. On the other hand: Those platforms that only generate recall, but don t do anything else for the target group, get the lowest efficiency score. The overall platform efficiency score is calculated by considering all platforms together. An overall platform efficiency score of 100 means that the campaign was on par with the other campaigns in persuading the target audience. The efficiency scores for each platform are calculated by their contribution to the overall platform score. A platform efficiency score of 100 means that the platform contributed as much as the other platforms on average. As such, the platform efficiency is a very direct measure of how well the platforms perform regarding ad effect 32

33 Platform Effectiveness Advertisement The campaign achieves a platform effectiveness score of 110. This is above benchmark. This confirms that the campaign has been successful in achieving a division of labour between the campaign elements. Internet banner Platform effectiveness: 110 Poster What platform effectiveness means In a successful campaign, it is necessary to reflect on how the platforms should work together. Which platforms should spur the first interest, which platforms should be used to communicate the core messages, and which platforms should be used to generate action? As such, it is necessary to consider what the division of labour between the platforms should be. This especially applies in connection with complex products like holidays in Norway. If all platforms were to do the same, there would be no need for most of them. Instead, one could simply choose the most successful platform and discard the other platforms. The platform effectiveness measures the division of labour between the platforms, i.e. the ability of the platforms to reinforce each other s strengths instead of trying to do the same. In technical terms, the platform effectiveness is calculated by combining the standard deviation of the effect hierarchy of the individual platforms with the overall persuasion rate of the campaign: A division of labour is desirable and necessary, but is not enough if the campaign fails to succeed. A score of 100 is equal to the average platform effectiveness of all campaigns. 33

34 ? METHODOLOGY 34

35 Methodology NATURE BASED TARGET GROUP Respondents must have been on at least one holiday abroad in the last three years not paid for by an employer with at least one overnight stay. Respondents must be interested in a holiday abroad within the next three years, which is not paid for by an employer in order to experience: Dramatic and wild nature as well as beautiful scenery Outdoor activities such as hiking, fishing or cycling Clean and unspoiled nature or Local art, culture and lifestyles The campaign test was conducted through an internet survey collected in June The survey was conducted with a representative sample of Danes over 18 years of age who are in the Innovasjon Norge summer (nature based) target group (see box on the left). A total of 603 interviews were completed within the nature target group. 35

36 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: