Citroen Creative Benchmarking

1. CitroenCreative Benchmarking May 2011

2. About Newspaper Creative Benchmarking

3. Newspaper Creative Benchmarking Methodology • Dedicated methodology, designed to • Measure the effectiveness of newspaper creative • Provide an understanding how to use the newspaper medium more effectively • 330 ads tested to date as at March 2011 • Commissioned by The Newspaper Works • Conducted online by Ipsos Media CT • 100+ observations per ad • Ads presented in situ on the newspaper page, then full screen • Results benchmarked to All Newspaper norm and/or category averages The Newspaper Works’ effectiveness partner:

4. Automotive benchmarking • 55 automotive ads tested to date as at March 2011 • 30 ads in automotive study • 25 ads in monthly benchmarking • 5,500+ ad observations in total • Ads selected by The Newspaper Works • Skew towards manufacturer ads so Automotive Average is not a true norm • Automotive study conducted June – September 2009 • Monthly benchmarking ads tested between 2008-2011 The Newspaper Works’ effectiveness partner:

5. Newspaper Creative Benchmarking MeasuresSee Appendix for more detail Recognised industry measures Proprietary newspaper measures The Newspaper Works’ effectiveness partner: * Available for ads tested since March 2010

6. The Automotive Average vs the All Newspaper Norm

7. Top Line Measures All Newspaper Norm Automotive Average Automotive ads score similarly to newspaper ads in general on top line measures, though brand linkage is lower – perhaps due to convergence of automotive creative

8. Brand Equity ImpactHow the ad influenced perceptions of the brand All Newspaper Norm Automotive Average Automotive ads produce similar brand equity effects to newspaper ads in general, though it appears they are less differentiating. Again this could be a result of convergent creative styles.

9. Role Map demonstrates how people respond to and interpret newspaper ads The automotive ads tested show a skew towards Affinity and Reappraisal.

10. Newspaper Creative Diagnostics measure how people respond to the ‘look’ of an ad POSITIVE All Newspaper Norm NEGATIVE Automotive Average The Automotive and general newspaper footprints are similar, though Automotive ads are weaker at highlighting an important feature

11. Citroen Results

12. Citroen C3 Sydney Prospective & recent car buyers, n=98 Tested: June 2009

13. Citroen: top line measures All NP Norm Auto Average C3 Caution: Small sample size. Recognition can be influenced by timing of research and weight of campaign. However, interest is almost significantly up on the Auto and NP norms. Significant up or down vs Automotive norm at 90% C.I Note: Ad recognition and Brand linkage can be affected by weight of campaign and timing of research

14. Brand equity impact:How the ad influenced perceptions of the brand Auto Average C3 Creative delivered well on all equity measures with differentiation significantly up on norm Across the survey we see that creative differentiation is correlated to higher levels of emotional engagement Significant up or down vs Automotive norm at 90% C.I

15. Newspaper Auto diagnostics Auto Average C3 Very positive scores against the auto diagnostics. With all up vs norms and two significantly high Although the potential lifestyle score is very high, it doesn’t convert fully into ‘seeing myself driving’ Significant up or down vs Automotive norm at 90% C.I

16. Emotional connection: CitroenAn overall measure of how the ad engages on an emotional level Auto Average • The emotional connection of an ad is calculated as the average of its three highest scores out of four measures of automotive engagement: • Makes it look like a car you’d be proud to own • It’s an exciting car ad • Helps me see what kind of lifestyle the car could open up for me • I can see myself driving that car C3 Strong emotional connection, more than double the Average. Significant up or down vs Automotive norm at 90% C.I

17. Citroen is delivering high scores on lifestyle and excitement. +1.8x higher (see myself driving the car ) +2.9 higher (an exciting car ad)

18. Newspaper Creative Diagnostics measure how people respond to the ‘look’ of an ad All NP Norm POSITIVE NEGATIVE Auto Average C3 High interest score possibly reflected in very strong image scores. Interestingly, this is one of the few ads that delivers on image and clarity of features - arguably due to inset images Significant up or down vs Automotive norm at 90% C.I

19. Interesting and different ads act as a catalyst for emotional engagement =43 Interesting Creative is above Norm for both interest and difference Our research suggests that high interest and difference scores are linked to higher levels of emotional connection for an Ad. Min Survey Score = 22 Max Survey Score 60 NP Norm = 34 Auto Average = 33 =44 Different Min Survey Score = 13 Max Survey Score 64 NP Norm = 25 Auto Average = 20 Significant up or down vs Automotive norm at 90% C.I

20. Role Map demonstrates how people respond and interpret newspaper ads All NP Norm Auto Average C3 Emotional engagement manifests in significantly higher levels of affinity and reappraisal. Significant up or down vs Automotive norm at 90% C.I

21. Best performing ads on Role Map from Automotive survey 3.3x Higher than average 2.9x Higher than average 2.3x Higher than average 2.1x Higher than average 8.0x Higher than average 2.4x Higher than average

22. The Affinity comparison The highest scoring ads on Affinity feature vibrant visuals. As at March 2011 (updated monthly). 55 automotive ads tested to date.

23. The Reappraisal comparison The three highest scoring ads on Reappraisal featured environmental messages. As at March 2011 (updated monthly). 55 automotive ads tested to date.

24. The Information comparison Clear communication of features and model range can both result in strong Information scores. As at March 2011 (updated monthly). 55 automotive ads tested to date.

25. The Call to Action comparison A strong call to action can result from emotive advertising or communication of product features as well as retail advertising. As at March 2011 (updated monthly). 55 automotive ads tested to date.

26. The Public Agenda comparison Ads scoring highly on public agenda feature environmental and/or safety messages. As at March 2011 (updated monthly). 55 automotive ads tested to date.

27. The Extension comparison High scoring extension ads reveal a range of ways in which newspaper creative can link to TV activity. As at March 2011 (updated monthly). 55 automotive ads tested to date.

28. More on how newspapers and TV can work harder together

29. 3 ads that work well with TV Hybrid Camry Sydney All adults 16+ FPC Tested: March 2010 Fiesta Sydney All adults 16+ FPC Tested: July 2010 Skoda Brisbane Prospective & recent car buyers HP Tested: June 2009

30. Role Map demonstrates how people respond and interpret newspaper ads All NP Norm Auto Average Delivering strong emotional connection as witnessed by high Affinity and Reappraisal scores together with a top 4 campaign linkage score within the survey. Significant up or down vs Automotive norm at 90% C.I

31. Role Map demonstrates how people respond and interpret newspaper ads All NP Norm Auto Average Camry A heavy multichannel campaign. Newspapers linking strongly with television to drive affinity, public agenda and call to action. *Sample: All 16+ rather than Prospective & Recent car purchasers Significant up or down vs Automotive norm at 90% C.I

32. Role Map demonstrates how people respond and interpret newspaper ads All NP Norm Auto Average Fiesta* A very powerful ad: Emotional connection demonstrated by significant out-performance of auto and NP norms across every measure *Sample: All 16+ rather than Prospective & Recent car purchasers Significant up or down vs Automotive norm at 90% C.I