brand essence for website - rte tv · pdf filebrand essence pre & post, case studies ......

Brand Essence

programme specific, sport,

out of home

brand essence

pre & post, case

studies

barbIncrease our understanding of how an advertiser defines a brand in terms of its core attributes…

Do RTÉ programmes carry the same values?

Is there a synergy between RTÉ’s programming values and those associated with the brands/advertisers?

Are RTÉ in a position to offer the advertiser, through a diverse range of programmes, a range of values that can enhance their brands, increasing the effectiveness of advertising?

Introduction to Brand Essence

Equals

Brand Essence

Tender process

Awarded to

Two waves to-date, July 2008 and December 2008

social..

How?

Key people in industry (advertisers and agencies)

their brand core values… and which are most pertinent to today’s consumer

competitor brands… to ensure as holistic an overview as possiblecore values across all sectors… acknowledge differing sector-specific dynamicsresult – 29 core brand values… capture within a creative/dynamic qualitative setting

trust

reliable

solid

How?

National Consumer Survey…to ensure a statistically robust research underpinning

Qualitative stage – Depth interviews with advertisers and agencies:15 depths in all30 minutes in durationfrom which a list of 30-40 brand values identifiedfine-tuned / de-duped / stress tested via RTÉ / Behaviour & Attitudes work-shopand narrowed down to master list of 29 core values

National consumer survey – 1000 national representative Adults 15+:conducted on an in-home, face-to-face basiswith results accurate to within ± 3%whereby consumers cross-matched core values with specific brands, TV channels and RTÉ TV Programmesdata subsequently subjected to advanced statistical analysis (correspondence mapping; correlation…..)

Research Design

Representing a Valuable Contribution to the Advertising Effectiveness Debate in its Own Right

MarketingNov 2008

Launch of brand essence

Launched at RTÉ Television conference 2008…advertisers and agencies

Results

Brand Value Association HierarchyAll

IrishTrust

AccessibleRelevantIntelligentConsistent

FairInnovationCommunity

CaringAuthentic

Cutting EdgeModernSmart

HeritageVibrantValue

ComfortFreedom

OpenOriginal

EdgyLikeableEngaging

EntertainingFun

FreshSimplicity

Cool

Brand XIrishTrustLikeableAccessibleConsistentModernValueAuthenticComfortFreshFunSmartOriginalRelevantInnovationEntertainingIntelligentCaringCutting edgeHeritageFreedomVibrantSimplicityCoolCommunityOpenFairEdgyEngaging

Values ranked in terms of importance for all brands

Values ranked in terms of

importance for brand X

Value Associations: Wave One

%%%%%%%%%%%%

ModernEngagingLikeableEntertaining FunFreedomSmartVibrantInnovationEdgyCutting edgeFairOpenSimplicityCoolCaringComfortValueFreshOriginalConsistentAuthenticAccessibleTrustIntelligentHeritageRelevantCommunityIrish

100110011001100110011001100110011001100110011001Base:

utility gamingcerealtelcofinancedairy personal care

soft drinkcar beer retailerdetergent

Value Associations – Wave Two

FairCommunityEngagingCoolValueRelevantSimplicityFreshOriginalOpenSmartVibrantAccessibleLikeableFreedomInnovationModernComfortHeritageCutting edgeAuthenticConsistentCaringIntelligentEdgyFunEntertainingIrishTrust

100110011001100110011001100110011001100110011001Base:

cat foodfinanceutilityconfectionarymobilebankFMCGsoft drink carlagerretailtea

Fair CityRTÉ NewsPrime TimeChampions League on RTÉGAA on RTÉThe Afternoon ShowTubridyDesperate HousewivesPrison BreakPodge & RodgeThe ClinicHome & Away

EastendersWinning StreakKillinaskullyRTÉ Six NationsNo FrontiersSeoigeLate Late ShowNeighboursRTÉ Midweek MovieThe PanelThe RestaurantGreys Anatomy

Programmes

Brand X

0.170.330.210.130.080.550.310.250.350.140.290.34Fresh

0.060.190.100.300.060.420.090.300.160.140.120.17Heritage

0.160.290.200.150.120.380.330.210.410.310.310.02Community

0.460.400.430.380.430.330.410.410.350.290.220.27Fair

0.19

0.11

0.21

0.43

0.23

0.47

The Rest-aurant

0.18

0.18

0.13

0.31

0.09

0.47

Seoige

0.14

0.20

0.22

0.41

0.16

0.46

No Frontiers

0.24

0.21

0.23

0.33

0.27

0.37

RTÉ Six Nations

0.13

0.12

0.12

0.39

0.18

0.50

Killina-skully

0.33

0.34

0.24

0.30

0.21

0.45

Winning Streak

0.13

0.13

0.19

0.36

0.08

0.05

Eastenders

0.16

0.18

0.30

0.53

0.26

0.49

Late LateShow

Intelligent

Consistent

Relevant

Accessible

Trust

Irish

KEYBRAND VALUES

GreysAnatomy

RTE Midweek

Movie

0.120.110.040.14

0.100.140.200.21

0.200.220.190.09

0.320.410.390.35

0.110.160.130.16

0.060.480.140.04

The Panel

Neigh-bours

Correlation scores – the closer to 1, the higher the correlation

Value Associations: channels/brands

%%

ModernEngagingLikeableEntertainingFunInnovationCutting edgeFairCoolAccessibleTrustIntelligentHeritageRelevantCommunityIrish

10011001Base:

RTÉ 2RTÉ 1

Further information:

Paul Loughrey

+353 1 2083389

paul.loughrey@rte.ie