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