Newsworks Capital One effectiveness
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How did brand-led newspaper and online newspaper ads coupled with TV positively drive web traffic and active consideration for the credit card provider?
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Newsworks Capital One effectiveness
- 1. The Proof 1 The business case for newspaper advertising as part of the media mix
- 2. 2 Adding brand-led newspaper advertisements significantly enhanced responses to TV, clearly demonstrating how an integrated TV, newspaper and online newspaper campaign can positively drive up interest and awareness. We continue to see a key role for newspaper advertising in fulfilling our brand and response objectives.” Justin Basini Vice President of Customer Initiative Management & Brand Marketing, Capital One Bank (Europe) “ Newspaper advertising played a key role for Capital One in launching our unique identity theft assistance products – our named advisor team and our Identity Theft Alert service. Thorough pre-testing of our creative idea resulted in an extremely strong campaign. Highly distinctive newspaper advertising helped deliver increases in brand saliency and engagement among readers. We have also seen considerable uplifts in web traffic and a significant increase in active consideration for Capital One and in likelihood to apply for a Capital One credit card. Capital One The client’s view
- 3. 3 TV plus print and online newspapers drove a 61% increase in web traffic to the Capital One homepage, and 157% uplift to Security landing page (URL for newspaper ads) TV + newspapers built saliency and familiarity Adding newspapers produced double the increase in emotional brand involvement, compared with TV solus Adding national newspapers and online newspapers made the TV work more effectively across all diagnostic measures, including engagement, branding, communication and likelihood to apply for the new credit card Adding multiple newspaper executions across print and online platforms built brand re–appraisal by 48%, emotional brand values by 74% and call to action by 127% compared with TV on its own Capital One Headline results
- 4. 4 Capital One Test Hypothesis: Newspapers are perfect partners to TV TV and national newspapers - both print and online formats - are the perfect partnership They are processed in different but complementary ways: TV is more passive, newspapers involve active processing TV and newspapers are heavily consumed in the evening; online newspapers have high daytime access. Media profiles are complementary Together, the brand impact should be stronger than either medium separately
- 5. 5 Capital One The creative work Newspaper creative TV creative
- 6. 6 Capital One The creative work Newspaper creative Online newspaper creative
- 7. 7 Capital One High newspaper recognition Recognition – Capital One Newspaper ads % recognising NP 20 31 54 Online NP MB Print norm
- 9. 9 Capital One Test detail Media Plan Oct 07 Nov 07 Dec 07 Jan 08 Feb 08 £m Media Target audience: ABC1 Adults TV – 30 sec +40 sec 2.4 Newspapers 0.8 Online NP 0.1 Research Dates Millward Brown Pre-wave Post wave Research sample: 25-60 year old credit card owners, decision makers, would not reject direct provider Media Source: NMR/BARB/NRS 284 TVRs Campaign objective In a marketplace that is increasingly commoditised around price, the key objective was to differentiate Capital One and further build their credentials around helping their customers deal with the problem of Identity Theft. 434 TVRs 321 GRPs
- 10. 10 Capital One TV plus newspapers drives applications Source: Client data 4 weeks post-campaign Campaign Period Capital One Application rates
- 11. 11 Capital One TV plus newspapers drives web traffic Source: Sophus3* TV + Newspaper Advertising effect on web traffic Unique visitors to Capital One % increase Capital One homepage +61% +157% Security page
- 12. 12 Capital One Adding newspapers drives saliency and familiarity Brand Familiarity Have credit card with Capital One/seen or heard a lot about Pre to post % points increase - Top 2 box % TV solus TV + NP TV + NP + Online NP 72 64 57 77 67 59 Pre-wave Post-wave -2 +3 +5
- 13. 13 Capital One TV + Newspaper campaign motivates consideration Advertising responses TV ad NP ads TV solus Any NP TV + NP 53 56 33 55 58 Made me more likely to apply for Capital One credit card % agreeing Gives me a reason to go out and apply for a Capital One credit card % agreeing
- 14. 14 Capital One Twice the increase in brand involvement with TV + Newspapers Brand Involvement Someone I like Pre to post % points increase - Top 2 Box % TV solus TV + NP TV + NP + Online NP 27 18 11 34 24 8 +3 +6 +7 Pre-wave Post-wave
- 15. 15 Brand Dynamics Equity Analysis Post-wave Bonding Advantage Performance Relevance Presence TV solus 24 4 42 43 66 Capital One TV + Newspapers audience more highly bonded TV + NP 37 12 50 51 72 TV + NP + Online NP 42 18 53 56 77
- 16. 16 Capital One Adding newspapers strengthens TV ad branding and boosts enjoyment TV Ad Branding Definitely remember ad was for Capital One % TV Ad Enjoyment Enjoyed watching % +13 TV solus +2166 +17 +2457 Added effect of TV + NP Added effect of TV + NP + Online NP
- 17. 17 Capital One Adding newspapers enhances TV engagement TV involvement diagnostics -+ Added effect of NP Recognise TV only Recognise TV + NP (Each axis 0-90%) P A - + Active Passive Positive Negative +17 +16 A+ A+ P+ P+ P+ P-P- A- A- A- A+ +13 Distinctive Interesting Soothing Pleasant Gentle WeakBoring Irritating Unpleasant Disturbing Involving
- 18. 18 Capital One Newspapers Boost ad performance Response to TV ad % agreeing 48 41 41 54 36 MB norm Contained new information Contained different information Points made were relevant Made brand more appealing Made me more likely to apply for a Capital One credit card 63 +15 +19 59 +21 +23 58 +16 +24 53 +23 +29 42 +16 +27 TV solus Added effect of TV + NP Added effect of TV + NP + Online NP
- 19. 19 Capital One Newspapers enhance TV ad secondary messaging TV advertising Strongly suggests % answering Offers assistance if you’re victim of IDT Protects you from credit card fraud Alerts you to unusual changes to credit rating Is a professional and competent provider Has low rates of interest 82 +4 +6 63 +5 +13 30 +12 +29 28 +18 +7 27 +19 +26 TV solus Added effect of TV + NP Added effect of TV + NP + Online NP
- 20. 20 Capital One Newspapers enhance TV ad secondary messaging Newspaper advertising Strongly suggests % answering Offers assistance if you’re victim of IDT Protects you from credit card fraud Alerts you to unusual changes to credit rating Is a professional and competent provider Has low rates of interest 79 63 47 40 30
- 21. 21 Capital One Strong synergy between print & online newspapers +7 A+ A+ P+ P+ P+ P-P- A- A- A- A+ P- +11 +14 Online NP Involvement Diagnostics - + Difference between TV + NP + Online NP and TV + Online NP Recognise TV + Online NP Recognise TV + NP + Online NP ads (Each axis 0-80%) P A - + Active Passive Positive Negative Distinctive Interesting Soothing Pleasant Gentle Weak Dull Boring Irritating Unpleasant Disturbing Involving
- 22. 22 80 74 67 61 46 TV + 1 NP ad TV solus TV + 2 or 3 NP ads TV + 4 NP ads TV + 4 NP ads + Online NP Advertising measures – Brand values Helps me to connect and identify more strongly Top 2 Box % Capital One Newspapers boost emotional connection by 74%
- 23. 23 Advertising measures – Depth of Information Gives me enough information to decide Top 2 Box % Capital One Newspapers add depth of information TV + 1 NP ad TV solus TV + 2 or 3 NP ads TV + 4 NP ads TV + 4 NP ads + Online NP 80 76 71 77 61
- 24. 24 Advertising measures – Re-appraisal Surprising and gets me to think differently Top 2 Box % Capital One Newspapers provoke strong re-appraisal 807976 68 54 TV + 1 NP ad TV solus TV + 2 or 3 NP ads TV + 4 NP ads TV + 4 NP ads + Online NP
- 25. 25 Advertising measures – Call to action Gives me a reason to go out and buy Top 2 Box % Capital One Call to action up 127% when multiple executions added 75 6360 49 33 TV + 1 NP ad TV solus TV + 2 or 3 NP ads TV + 4 NP ads TV + 4 NP ads + Online NP
Editor's Notes
- Emotionally resonant and highly impactful advertising for Capital One successfully differentiated and built brand responses, as well as driving web traffic and applications.
- TV and National Newspapers are the perfect partnership. They are processed in different but complementary ways: TV is more passive, whereas newspapers engage active processing. Both media are heavily consumed in the evening. Media profiles are complementary: newspapers compensate for the inherent weaknesses of commercial TV in London/South and among younger, more upmarket consumers. Together, the brand impact should be stronger than either medium separately.
- The Capital One Identity Theft campaign gained high levels of recognition across all media, with 90% of the target recognising at least one element. The highly engaging newspaper ads achieved strong standout, helped by synergy with TV, excellent branding and divergence from the cluttered, overly rational ‘norm’ for financial ads.91% agreed the newspaper ads were eye–catching, compared with a category average of 44% in Finance and National Newspapers 2007 research.(For further insight into finance category and newspaper advertising go to nmauk.co.uk/finance).
- Analysis of the data focuses on a comparison of:1) Those who recognise the TV advertising only (TV solus)2) Those who recognise both the TV and newspaper advertising (TV + NP)3) Those who recognise any of the newspaper advertising (Any NP)4) Those who recognise TV and online newspaper advertising (TV + Online NP)5) Those who recognise TV, newspapers and online newspaper advertising (TV + NP + Online NP)Research Details: Pre-post tracking by Millward Brown among the same respondents (brand/category interest disguised at pre-stage), to maintain changes among people seeing different media and account for any existing predispositions of any media group.Sample: 796 adults 25-60, credit card owners, decision makers, would not reject direct provider.
- The TV and newspaper campaign successfully drove applications for Capital One’s new credit card with Identity Alert service. Applications data are confidential, however the chart shows that there was a continuing halo effect on application rates following the campaign.
- Online – and particularly online newspapers, with their trusted specialist content and opinion in the finance category – is a common first step in seeking more information on finance products. Print newspapers are also ideal for driving online traffic – it’s easy to keep the web address handy and they usually prompt a more immediate response than TV. Sophus3 analysis of Capital One web traffic showed that the TV and newspaper campaign drove a 61% overall increase to the homepage. Newspaper ads carried unique URLs which took people straight to the Security landing page for more details of the Identity Theft product. Traffic to this landing page increased by 157% during the effectiveness campaign. Google Trends also noted clear peaks in search volume for Identity Theft coincidental with Capital One activity and reflecting current interest.*For further explanation of Sophus3 or Millward Brown methodology go to www.nmauk.co.uk
- As a direct provider, without high street outlets, it is vital for Capital One’s advertising to generate saliency, understanding and trust. All media increased spontaneous awareness, leading to an uplift of 6% points among the total target. The strongest impact on brand familiarity was delivered by TV plus both formats of newspaper advertising – up 5% points compared with a small decrease of 2% points for TV solus. Shifts in familiarity were particularly marked among those claiming they don’t tend to take much notice of credit card advertising, suggesting that breaking through finance category advertising ‘norms’ paid off.
- Brand commitment remained stable across the credit card category. Commitment to apply for new financial products is typically low level, and difficult to shift. However, amongst people with relatively high involvement in the credit card market there was a 2% point increase in brand commitment for Capital One.The campaign pushed Capital One higher up the consideration chain, as is demonstrated by the two ad response measures in the chart.
- People have a strong emotional relationship with their newspaper, and both tracking and neuroscience have consistently shown that newspaper ads are more powerful than TV at delivering an emotional brand response.* Emotional affinity with Capital One was increased by 7% points among those exposed to print and online newspapers as well as TV. Whereas the TV solus group was less involved overall and only increased involvement by 3% points.
- Millward Brown’s Brand Dynamics equity analysis, conducted at post-stage, also shows that the multi-media audience is more highly bonded with Capital One than TV solusrecognisers. Bonding correlates with market share. Therefore future scheduling of newspapers and online newspapers alongside TV can ensure that advertising addresses the most brand-positive target.
- A key effect of adding newspapers is to make strong TV ads even stronger. This affects cut-through, memorability and motivational power, therefore making TV spend more efficient. For Capital One, branding of the TV ad when seen solus was around norm and enjoyment was high. Adding print and online newspapers significantly strengthened both branding and enjoyment.
- Capital One TV advertising was considered involving, distinctive and interesting by those who only saw the TV. However, those who also saw newspaper ads found the TV ad even more actively engaging.
- Response to the Capital One TV when seen solus was already very positive. The addition of newspapers – both print and online – significantly improved perceptions, appeal and motivating power of the TV ad.
- Seeing newspaper ads added strength and depth to TV ad communication, particularly the reason to believe - people seeing the full campaign were twice as likely to think the TV communicated the credit rating alert service strongly.
- The newspaper ads themselves communicated strongly, and in depth. The use of multiple executions is proven to deepen and broaden understanding, compared to repetition of a single ad.
- Newspaper editorial – in both print and online formats – are an important source of advice for people considering financial products. This relevant context, where people are actively engaged, helps to enhance responses to ads.Emotional identification was 74% higher among people seeing all campaign elements versus those seeing TV alone.
- The TV was considered informative in its own right, but print and online newspapers added to the depth of information conveyed.
- Newspapers provide a context of both topicality and expertise, which helps stimulate re-appraisal for advertised brands. Capital One’s unique and timely Identity Theft Assistance, and the highly distinctive creative idea, ensured that re-appraisal was high among people seeing the TV ad on its own. Adding multiple print and online newspaper executions built re-appraisal by a further 26% points.
- Newspapers – both print and online – provide a sense of immediacy that drives people onto the next stage in the process. Adding multiple newspaper executions to the Capital One campaign resulted in call to action more than doubling compared with TV solus.