FAIRFAX MEDIA DRIVES RESULTS FOR HONDA CR-V SERIES 2

Transcription

1 FAIRFAX MEDIA DRIVES RESULTS FOR HONDA CR-V SERIES 2

2 Honda partnered with to drive awareness and consideration of their new Honda CR-V Series 2 model. A series of high reaching placements on s desktop and mobile masthead s including The Sydney Morning Herald, The Age, Brisbane Times, Canberra Time and WA Today successfully reached wider audiences and significantly shifted brand and ad awareness. More targeted placements on Drive, Essential Baby and Essential Kids were instrumental in moving audiences through the pointier end of the purchase funnel, with significant lifts in brand favourability and purchase intent.

3 CAMPAIGN OBJECTIVES Drive brand awareness of the Honda CR-V Series 2 Drive purchase intent of the Honda CR-V Series 2 CAMPAIGN PERIOD August - November 2015 CREATIVE EXECUTION The campaign ran as a combination of high impact ad executions (MREC, Billboard and OTP placements) on Fairfax Media s desktop and mobile masthead homepages. This was supported through Billboard, Leaderboard and MREC activity on Drive, Essential Baby and Essential Kids across both desktop and mobile. RESEARCH METHODOLOGY For the desktop respondents, a simultaneous control / exposed methodology was employed, with a survey launching upon exposure to the campaign (Total desktop sample; n = 501. Control: n = 252, Exposed: n = 249). For the mobile component, control respondents were recruited before the campaign commenced during a window between major campaigns on the mobile network. Control audiences are weighted to match the exposed sample on key demographics (Total mobile sample: n = 699. Control: n = 280, Exposed: n = 419).

4 MEASURABLE RESULTS ADVERTISING RECALL Advertising across properties proved memorable for those exposed to the campaign both on desktop and mobile. On desktop, the high impact homepage placements across s masthead homepages generated significant lifts in advertising recall of +13% points*. ADVERTISING RECALL (MASTHEADS ON DESKTOP) +13% points* s mobile properties were just as impressive in generating strong ad memories; with strong directional uplifts of +8% points in advertising recall evident after exposure to the mobile OTP ad unit. Source: Millward Brown Brand Lift Insights Advertising Research, June *Represents statistically significant differences at 90% confidence levels. ADVERTISING RECALL (MASTHEADS ON MOBILE) +8% points

5 UNAIDED BRAND AWARENESS (TOTAL DESKTOP CAMPAIGN) AIDED BRAND AWARENESS (TOTAL DESKTOP CAMPAIGN) AIDED BRAND AWARENESS (SMH, THE AGE, WATODAY, BT, CT DESKTOP HOMEPAGE) BRAND AWARENESS +9% points* +7% points* +16% points* BRAND AWARENESS The strength of the campaign creative cut-through had a flow on effect, and significant lifts in both aided and unaided brand awareness were observed after exposure to the desktop campaign. This shift was most apparent across the homepage placements on The Age, Sydney Morning Herald, WA Today, Brisbane Times and Canberra Times, where aided brand awareness significantly increased by +16% points* after campaign exposure. Source: Millward Brown Brand Lift Insights Advertising Research, June *Represents statistically significant differences at 90% confidence levels. BRAND FAVOURABILITY (DRIVE ON DESKTOP) BRAND FAVOURABILITY The campaign was very effective in moving audiences through +17% points* the purchase funnel. Notably, the inclusion of Drive in the media plan was particularly effective for brand favourability, with exposure on desktop proving to have the highest uplift of all platforms measured with a significant increase of +17% points*.

6 IS MADE WITH FAMILY IN MIND IS AN SUV FOR PEOPLE LIKE ME BRAND ATTRIBUTES (DESKTOP) SUITS MY LIFESTYLE IS READY FOR ANYTHING YOU (AND YOUR KIDS) CAN THINK OF IS MADE WITH FAMILY IN MIND BRAND ATTRIBUTES (DRIVE ON MOBILE) +14% points* +6% points* +9% points* +5% points +9% points* BRAND ATTRIBUTES Although the campaign shifted all the brand attributes that were measured, there was significant impact across several attribute themes including those around family, SUV and lifestyle measures. On desktop, the campaign appealed to both families with the family messaging attribute of Is made with family in mind increasing by +14% points*, as well as a wider audience with the more generic attributes such as Is an SUV for people like me (+6% points*) and Suits my lifestyle (+9% points*) both showing a significant increase. For the exposed mobile audience, the family messaging of the Honda CR-V Series 2 campaign saw strong directional uplifts. The perception of Honda being a brand that Is made with family in mind increased by 9% points*, while the attribute that Honda is a brand that Is ready for anything you (and your kids) can think of increased by +5% points across Drive on mobile. Source: Millward Brown Brand Lift Insights Advertising Research, June *Represents statistically significant differences at 90% confidence levels.

7 PURCHASE INTENT (DRIVE ON DESKTOP) +14% points* PURCHASE INTENT The combination of high reaching placements along with contextually based advertising really complimented each other. As we saw, high reaching placements played an instrumental role in driving brand awareness and ad recall. The contextually based placements on Drive (across desktop and mobile) reached audiences at the pointy end of the purchase funnel and drove significant uplifts in purchase intent. Across Drive on desktop, exposure to the Honda campaign saw a significant lift in purchase intent by +14% points*. PURCHASE INTENT (DRIVE ON MOBILE) +6% points* This lift was mirrored across the mobile element with respondents exposed to the campaign on Drive on mobile seeing a significant lift of +6% points*. Mobile advertising executions on Drive also outperformed global mobile norms^ across the automotive category. Source: Millward Brown Ad Index Honda CR-V Campaign, January *Statistical significance at 90% confidence levels. ^Global mobile norms are based on a methodology requiring respondents to tap on the ad to take the survey.