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E.ON Headline Results

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?

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E.ON Headline Results

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  1. 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 andcost-efficient medium in the 2010 multimedia campaign. E.ON Headline Results 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. 48% morecost-effective amongnon-customers 29% morecost-effective amongcustomers • 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 more effective than radio in enhancing performance of TV • The E.ON TV ad worked harder and was more engaging when seen alongside newspapers. • 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%.

  2. E.ON:The Findings

  3. Online newspapers drive web traffic 12,000 2009 campaign

  4. Newspapers boost top-of-mind awarenessfor launch campaign Spontaneous awareness – First mentions Pre to post % points increase Top 2 Box % +6 pts +4 pts +9 pts +10 pts Opinion Formers 2009 campaign

  5. Significant increase in brand knowledge Brand knowledge Pre to post % points increase Top 2 Box % +3 pts +5 pts +6 pts +6 pts Opinion Formers 2009 campaign

  6. Emotional identification enhanced Brand involvement Pre to post % points increase Top 2 Box % +1 pts +4 pts +13 pts +10 pts +13 pts Opinion Formers 2009 campaign

  7. Newspapers increase buying intentionamong opinion formers Brand commitment – Likelihood to choose Pre to post % points increase Top 2 Box % +8 pts +10 pts Opinion Formers 2009 campaign

  8. Powerful newspaper ads enhanced further by radio Response to Newspaper ads % agreeing 51 41 45 Millward Brown Norm 69 2009 campaign 51 38

  9. Newspaper and radio drive re-appraisal Advertising measures – Re-appraisal Surprising and gets me to think differently Top 2 Box % 2009 campaign

  10. 2010 campaign drove high customer response 150,000 2010 campaign

  11. Newspapers only medium to punch above itsweight among current & non-customers Contribution to overall uplift in E.ON brand measures v. cost of media E.ON customers % 3.8% uplift Total uplift in brand measures driven by media activity 2010 campaign

  12. Newspapers only medium to punch above itsweight among current & non-customers Contribution to overall uplift in E.ON brand measures v. cost of media Non-customers % 4.8% uplift Total uplift in brand measures driven by media activity 2010 campaign

  13. Newspapers deliver large uplifts cost-effectively Cost efficiency v. Absolute uplift E.ON customers Cost of 1% uplift A B TV Transport C D Radio Newspapers Online (inc. NP sites) 2010 campaign Magnitude Of uplift

  14. Newspapers & online (inc. NP sites) most cost-efficientfor building brand health among customers Cost of 1% uplift across E.ON brand measures E.ON customers £000s No uplift 2010 campaign

  15. All media contributed in some way to build brand health uplifts among non-customers Contribution to change in brand metric % per medium 2010 campaign

  16. Newspapers more cost-effective than TV among non-customers Cost of 1% uplift across E.ON brand measures Non-customers £000s 2010 campaign Caution Low spend

  17. TV + Newspapers partnership delivergreatest campaign uplifts Campaign brand uplift* E.ON customers % point 2.1 2.0 Contribution of Individual Media Contribution of Multimedia Synergies 0.1 0.1 2010 campaign Net effect inc. synergies

  18. TV + Newspapers partnership delivergreatest campaign uplifts Campaign brand uplift Non customers % point Contribution of Individual Media Contribution of Multimedia Synergies 2.1 2.1 1.1 0.9 2010 campaign Net effect inc. synergies

  19. TV plus newspapers increase customer advocacy Uplifts in brand recommendation E.ON customers % point 7.0% pt uplift Uplift in brand recommendation 2010 campaign

  20. Multimedia effect boosts brand momentum Uplifts in brand momentum % point E.ON customers Non-customers 9.1% pt uplift 8.8% pt uplift 2010 campaign

  21. Newspapers enhance TV performance more than radio Response to TV ad % agreeing 2010 campaign + effect of NP + effect of R MB TV Norm +10 +3 43 +13 +4 59 +11 +4 49 +8 +3 44

  22. Newspapers boost TV ad engagement more than radio 2010 campaign TV involvement diagnostics Norm: 698 TV ads Recognise NP TV + NP TV + RD

  23. Newspapers deliver emotional impact Advertising measures – Brand values Helps me connect and identify more strongly Top 2 Box % 2010 campaign

  24. Newspapers prompt 18% higher call to action Advertising measures – Call to action Gives me a reason to go out and choose Top 2 Box % 2010 campaign

  25. Multiple newspaper executions makecampaigns work even harder Advertising measures – Call to action Gives me a reason to go out and choose Top 2 Box % 2009 campaign

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