e.on headline results
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E.ON used newspapers to drive reputation and spark debate. Newspapers played a pivotal role: – As the lead medium in the successful 2009 campaign launch – As a hugely effective and cost-efficient medium in the 2010 multimedia campaign. E.ON Headline Results. Why newspapers for E.ON? - PowerPoint PPT PresentationTRANSCRIPT
The business case fornewspaper advertisingA part of the media mix
Finance / Motors / Food / Drink / Pharmaceuticals / Cosmetics & Toiletries / Petcare / Household Utilities
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E.O
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tsE.ON used newspapers to drivereputation and spark debate.
Newspapers played a pivotal role:– As the lead medium in the successful 2009 campaign launch– As a hugely effective andcost-efficient medium in the 2010 multimedia campaign.
Why newspapers for E.ON?Newspapers provided the perfect context to spark a national conversation about energy issues, allowing E.ON to reach millions of readers and to target key opinion formers.
Newspapers punch abovetheir weight• Newspapers deliver large brand shifts, cost-effectively• For the summer 2010 campaign, newspapers’ contribution to brand health uplifts was greater than share of spend• Newspapers accounted for 21% of ad spend.– Among non-customers…they delivered 31% of campaign uplift(48% more cost-effective than share of ad spend)– Among customers…they delivered 27% of campaign uplift(29% more cost-effective than share of ad spend)
Newspapers + TV partnership most powerful multimedia synergy• Newspaper/TV combination delivered half of campaign brand health uplift among customers• Newspapers + TV boosted customer recommendation by 7%.
Newspapers more effective than radio in enhancing performance of TV• The E.ON TV ad worked harder and was more engaging when seen alongside newspapers.
48% morecost-effective among
non-customers
29% morecost-effective among
customers
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E.ON: The Findings
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12,000
Online newspapers drive web traffic
2009campaign
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Newspapers boost top-of-mind awarenessfor launch campaign
Spontaneous awareness – First mentionsPre to post % points increaseTop 2 Box %
Opinion Formers
+6 pts +4 pts +9 pts +10 pts
2009campaign
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Significant increase in brand knowledge
Brand knowledgePre to post % points increaseTop 2 Box %
Opinion Formers
+3 pts +5 pts +6 pts +6 pts
2009campaign
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Emotional identification enhanced
Brand involvementPre to post % points increaseTop 2 Box %
Opinion Formers
+4 pts +13 pts +10 pts +13 pts+1 pts
2009campaign
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Newspapers increase buying intentionamong opinion formers
Brand commitment – Likelihood to choosePre to post % points increaseTop 2 Box %
Opinion Formers
+10 pts+8 pts
2009campaign
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Powerful newspaper ads enhanced further by radio
Response to Newspaper ads% agreeing
51
41
45
69
51
38
Millward Brown Norm
2009campaign
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Newspaper and radio drive re-appraisal
Advertising measures – Re-appraisalSurprising and gets me to think differentlyTop 2 Box %
2009campaign
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2010 campaign drove high customer response
150,000
2010campaign
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Newspapers only medium to punch above itsweight among current & non-customers
Contribution to overall uplift in E.ON brand measures v. cost of mediaE.ON customers %
3.8%uplift
Total uplift inbrand measuresdriven by media
activity
2010campaign
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4.8%uplift
Total uplift inbrand measuresdriven by media
activity
Newspapers only medium to punch above itsweight among current & non-customers
Contribution to overall uplift in E.ON brand measures v. cost of mediaNon-customers %
2010campaign
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Newspapers deliver large uplifts cost-effectively
Cost efficiency v. Absolute upliftE.ON customers
TV
Transport
Radio
Newspapers
Online (inc. NP sites)
A B
C D
Cost of1% uplift
MagnitudeOf uplift
2010campaign
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Newspapers & online (inc. NP sites) most cost-efficientfor building brand health among customers
Cost of 1% uplift across E.ON brand measuresE.ON customers £000s
No uplift2010campaign
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All media contributed in some way to build brandhealth uplifts among non-customers
Contribution to change in brand metric% per medium
TV Newspapers TransportOnline
(inc NP)Radio Magazines
Familiarity 67% 22% 11%
Consideration 100%
Involvement 42% 12% 15% 30%
Recommendation 100%
Momentum 33% 33% 33%
Brand Image 20% 28% 30% 75% 15%
2010 campaign
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Newspapers more cost-effective than TVamong non-customers
Cost of 1% uplift across E.ON brand measuresNon-customers £000s
Caution Low spend
Caution Low spend
2010 campaign
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TV + Newspapers partnership delivergreatest campaign uplifts
Campaign brand uplift*E.ON customers % point
0.1 0.1
2.12.0
Contribution ofIndividual Media
Contribution ofMultimedia Synergies
Net effect inc. synergies2010 campaign
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TV + Newspapers partnership delivergreatest campaign uplifts
Campaign brand upliftNon customers % point
1.1
2.1 2.1
Contribution ofIndividual Media
Contribution ofMultimedia Synergies
0.9
Net effect inc. synergies2010 campaign
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TV plus newspapers increase customer advocacy
Uplifts in brand recommendationE.ON customers % point
7.0% pt uplift
Uplift in brand recommendation
2010campaign
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Multimedia effect boosts brand momentum
Uplifts in brand momentum% point
9.1% pt uplift
E.ON customers
8.8% pt uplift
Non-customers
2010campaign
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Newspapers enhance TV performance more than radio
Response to TV ad% agreeing
+10
+13
+11
+8
+3
+4
+4
+3
43
59
49
44
+ effectof NP
+ effectof R
MB TVNorm
2010 campaign
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TV involvement diagnostics
Norm: 698 TV ads
Recognise NP
TV + NP
TV + RD
Newspapers boost TV ad engagement more than radio
2010 campaign
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Newspapers deliver emotional impact
Advertising measures – Brand valuesHelps me connect and identify more stronglyTop 2 Box %
2010campaign
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Newspapers prompt 18% higher call to action
Advertising measures – Call to actionGives me a reason to go out and chooseTop 2 Box %
2010campaign
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Multiple newspaper executions makecampaigns work even harder
Advertising measures – Call to actionGives me a reason to go out and chooseTop 2 Box %
2009campaign