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Rugby World Cup Campaign tested – Guinness

Rugby World Cup Campaign tested – Guinness. Recognition 51%. Source: Independent/Independent on Sunday/Times/Sunday Times Category: Alcoholic drinks Date: February, March, April, November 10 Tested: November 2010 Sample: 98 Male rugby fans who read quality or mid-market newspapers.

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Rugby World Cup Campaign tested – Guinness

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  1. Rugby World Cup Campaign tested – Guinness Recognition 51% Source: Independent/Independent on Sunday/Times/Sunday Times Category: Alcoholic drinks Date: February, March, April, November 10 Tested: November 2010 Sample: 98 Male rugby fans who read quality or mid-market newspapers

  2. Rugby World Cup Adverts in campaign

  3. Perceived branding clarity% Normative data (averages) Very clear Quiteclear Rugby World Cup(32 ads)

  4. Involvement & Motivation(AdEval™) 6 simple questions derive Involvement and Motivation • Positive answer to 2 out of 3 of: • People like you would like this advert? • Would like to see the ad again some time? • Gives feeling that what was said about brand was worthwhile? Q = Involved • As well as being involved, positive to 2 out of 3 of: • Increased interest in using BRAND? • Improved opinion of BRAND? • Would mention points / impressions from ad in conversation? = Motivated Q

  5. Involvement & Motivation (AdEval™)% Total Motivated/involved 84% Normative data(averages) 54 motivated involved Rugby World Cup (32 ads)

  6. Emotional Positioning: The Needscope™ Model Identifying which of the 6 personality archetypes would most prefer ‘BRAND’ Bold Dynamic Independent Fun-loving Carefree Spontaneous Validated photo-sets represent each archetype Validated photo-sets represent each archetype Affiliative Approachable Friendly Self-assured Assertive Forthright Careful Caring Sensitive Focused Competent Controlled

  7. Emotional Positioning: The Needscope™ Model Identifying which of the 6 personality archetypes would most prefer ‘BRAND’ as portrayed by this ad %s 22 26 14 15 14 8

  8. Key to Impact and Role for Advertising Impact = It is advertising I would stop and look at rather than turning the page Re-appraisal = The advertising is surprising and gets me to think differently about (brand)/ the cause/issue Emotional connection = The advertising helps me to connect with (brand) /cause/issue and identify more strongly Call to action = The advertising gives me a reason to go out and buy (brand)/take further action Depth of information = The advertising gives me enough information (to decide whether (brand) is for me) Reminds me of TV = It reminds me of the TV adverts for (brand)

  9. Impact and Role for Advertising % Impact Reminds me of TV Re-appraisal Depth of information Emotional connection Rugby World Cup Category average Call to action Test ad

  10. Contacts For further information, please contact: Judy HarmanJulia Harrison Planning Director Associate Director Newspaper Marketing Agency Kantar Media 020 7182 1718 020 7656 5660 jharman@nmauk.co.uk julia.harrison@kantarmedia.com This study is based on the TNS Mercury™ model of assessing advertising creative

  11. Rugby World Cup Campaign tested – Guinness Recognition 49% Source: Telegraph, Sunday Telegraph, Guardian, Observer Category: Alcoholic drinks Date: September/October 07 Tested: November 2010 Sample: 99 Male rugby fans who read quality or mid-market newspapers

  12. Rugby World Cup Adverts in campaign

  13. Perceived branding clarity% Normative data (averages) Very clear Quiteclear Rugby World Cup(32 ads)

  14. Involvement & Motivation(AdEval™) 6 simple questions derive Involvement and Motivation • Positive answer to 2 out of 3 of: • People like you would like this advert? • Would like to see the ad again some time? • Gives feeling that what was said about brand was worthwhile? Q = Involved • As well as being involved, positive to 2 out of 3 of: • Increased interest in using BRAND? • Improved opinion of BRAND? • Would mention points / impressions from ad in conversation? = Motivated Q

  15. Involvement & Motivation (AdEval™)% Total Motivated/involved 73% Normative data(averages) 54 motivated involved Rugby World Cup (32 ads)

  16. Emotional Positioning: The Needscope™ Model Identifying which of the 6 personality archetypes would most prefer ‘BRAND’ Bold Dynamic Independent Fun-loving Carefree Spontaneous Validated photo-sets represent each archetype Validated photo-sets represent each archetype Affiliative Approachable Friendly Self-assured Assertive Forthright Careful Caring Sensitive Focused Competent Controlled

  17. Emotional Positioning: The Needscope™ Model Identifying which of the 6 personality archetypes would most prefer ‘BRAND’ as portrayed by this ad %s 21 29 16 12 12 9

  18. Key to Impact and Role for Advertising Impact = It is advertising I would stop and look at rather than turning the page Re-appraisal = The advertising is surprising and gets me to think differently about (brand)/ the cause/issue Emotional connection = The advertising helps me to connect with (brand) /cause/issue and identify more strongly Call to action = The advertising gives me a reason to go out and buy (brand)/take further action Depth of information = The advertising gives me enough information (to decide whether (brand) is for me) Reminds me of TV = It reminds me of the TV adverts for (brand)

  19. Impact and Role for Advertising % Impact Reminds me of TV Re-appraisal Depth of information Emotional connection Rugby World Cup Category average Call to action Test ad

  20. Contacts For further information, please contact: Judy HarmanJulia Harrison Planning Director Associate Director Newspaper Marketing Agency Kantar Media 020 7182 1718 020 7656 5660 jharman@nmauk.co.uk julia.harrison@kantarmedia.com This study is based on the TNS Mercury™ model of assessing advertising creative

  21. Rugby World Cup Campaign tested – Guinness Recognition 36% Source: Telegraph, Times, Sunday Telegraph Category: Alcoholic drinks Date: September, October 07 Tested: November 2010 Sample: 99 Male rugby fans who read quality or mid-market newspapers

  22. Rugby World Cup Adverts in campaign

  23. Perceived branding clarity% Normative data (averages) Very clear Quiteclear Rugby World Cup(32 ads)

  24. Involvement & Motivation(AdEval™) 6 simple questions derive Involvement and Motivation • Positive answer to 2 out of 3 of: • People like you would like this advert? • Would like to see the ad again some time? • Gives feeling that what was said about brand was worthwhile? Q = Involved • As well as being involved, positive to 2 out of 3 of: • Increased interest in using BRAND? • Improved opinion of BRAND? • Would mention points / impressions from ad in conversation? = Motivated Q

  25. Involvement & Motivation (AdEval™)% Total Motivated/involved 72% Normative data(averages) 54 motivated involved Rugby World Cup (32 ads)

  26. Emotional Positioning: The Needscope™ Model Identifying which of the 6 personality archetypes would most prefer ‘BRAND’ Bold Dynamic Independent Fun-loving Carefree Spontaneous Validated photo-sets represent each archetype Validated photo-sets represent each archetype Affiliative Approachable Friendly Self-assured Assertive Forthright Careful Caring Sensitive Focused Competent Controlled

  27. Emotional Positioning: The Needscope™ Model Identifying which of the 6 personality archetypes would most prefer ‘BRAND’ as portrayed by this ad %s 17 25 12 21 13 11

  28. Key to Impact and Role for Advertising Impact = It is advertising I would stop and look at rather than turning the page Re-appraisal = The advertising is surprising and gets me to think differently about (brand)/ the cause/issue Emotional connection = The advertising helps me to connect with (brand) /cause/issue and identify more strongly Call to action = The advertising gives me a reason to go out and buy (brand)/take further action Depth of information = The advertising gives me enough information (to decide whether (brand) is for me) Reminds me of TV = It reminds me of the TV adverts for (brand)

  29. Impact and Role for Advertising % Impact Reminds me of TV Re-appraisal Depth of information Emotional connection Rugby World Cup Category average Call to action Test ad

  30. Contacts For further information, please contact: Judy HarmanJulia Harrison Planning Director Associate Director Newspaper Marketing Agency Kantar Media 020 7182 1718 020 7656 5660 jharman@nmauk.co.uk julia.harrison@kantarmedia.com This study is based on the TNS Mercury™ model of assessing advertising creative

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