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The Proof

The Proof. The business case for newspaper advertising as part of the media mix. Capital One. The client’s view. “ 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.

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The Proof

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  1. The Proof The business case for newspaper advertising as part of the media mix

  2. Capital One The client’s view “ 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. 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)

  3. Capital One Headline results 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

  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. Capital One The creative work Newspaper creative TV creative

  6. Capital One The creative work Newspaper creative Online newspaper creative

  7. Capital One High newspaper recognition Recognition – Capital One Newspaper ads % recognising NP 54 Online NP 31 MB Print norm 20

  8. Capital One The findings

  9. Capital One Test detail 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. Media Plan 284 TVRs 434 TVRs 321GRPs Research sample: 25-60 year old credit card owners, decision makers, would not reject direct providerMedia Source: NMR/BARB/NRS

  10. Capital One TV plus newspapers drives applications Capital One Application rates Campaign Period 4 weeks post-campaign Source: Client data

  11. Capital One TV plus newspapers drives web traffic TV + Newspaper Advertising effect on web traffic Unique visitors to Capital One % increase +157% +61% Security page Capital One homepage Source: Sophus3*

  12. Capital One Adding newspapers drives saliency and familiarity TV solus TV + NP TV + NP + Online NP Brand Familiarity Have credit card with Capital One/seen or heard a lot about Pre to post % points increase - Top 2 box % Pre-wave Post-wave -2 +3 +5 77 72 67 64 59 57

  13. Capital One TV + Newspaper campaign motivates consideration Advertising responses 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 58 56 55 53 33 TV ad NP ads TV solus Any NP TV + NP

  14. Capital One Twice the increase in brand involvement with TV + Newspapers TV solus TV + NP TV + NP + Online NP Brand Involvement Someone I like Pre to post % points increase - Top 2 Box % Pre-wave Post-wave +3 +6 +7 34 27 24 18 11 8

  15. Capital One TV + Newspapers audience more highly bonded Brand Dynamics Equity Analysis Post-wave TV solus TV + NP TV + NP + Online NP 4 12 18 Bonding 24 37 42 Advantage 42 50 53 Performance 43 51 56 Relevance 66 72 77 Presence

  16. Capital One Adding newspapers strengthens TV ad branding and boosts enjoyment TV Ad Branding Definitely remember ad was for Capital One % +24 +17 57 TV Ad Enjoyment Enjoyed watching % +21 +13 66 Added effect of TV + NP + Online NP TV solus Added effect of TV + NP

  17. Capital One Adding newspapers enhances TV engagement TV involvement diagnostics +13 +17 +16 Distinctive A+ Involving Interesting A+ A+ Recognise TV + NP Soothing Disturbing A- P+ Recognise TV only (Each axis 0-90%) Unpleasant Pleasant A Active A- P+ P Passive Positive + Irritating Gentle - Negative A- P+ Added effect of NP -+ Boring Weak P- P-

  18. Capital One Newspapers Boost ad performance Added effect of TV + NP + Online NP Response to TV ad % agreeing TV solus Added effect of TV + NP MB norm Contained new information +15 +19 63 48 Contained different information 41 +21 +23 59 Points made were relevant 41 +16 +24 58 Made brand more appealing 54 +23 +29 53 Made me more likely to apply for a Capital One credit card +16 +27 36 42

  19. Capital One Newspapers enhance TV ad secondary messaging Added effect of TV + NP + Online NP TV advertising Strongly suggests % answering TV solus Added effect of TV + NP Offers assistance if you’re victim of IDT +4 +6 82 Protects you from credit card fraud +5 +13 63 Alerts you to unusual changes to credit rating +12 +29 30 Is a professional and competent provider +18 +7 28 Has low rates of interest +19 +26 27

  20. Capital One Newspapers enhance TV ad secondary messaging Newspaper advertising Strongly suggests % answering Offers assistance if you’re victim of IDT 79 Protects you from credit card fraud 63 Alerts you to unusual changes to credit rating 47 Is a professional and competent provider 40 Has low rates of interest 30

  21. Capital One Strong synergy between print & online newspapers +14 A+ +11 +7 Distinctive Online NP Involvement Diagnostics Involving Interesting Recognise TV + NP + Online NP ads A+ A+ Recognise TV + Online NP Disturbing Soothing A- P+ (Each axis 0-80%) A Active P Passive Unpleasant Pleasant + Positive A- P+ Negative - Difference betweenTV + NP + Online NP and TV + Online NP - + Irritating Gentle P+ A- Boring Weak P- P- Dull P-

  22. Capital One Newspapers boost emotional connection by 74% Advertising measures – Brand values Helps me to connect and identify more strongly Top 2 Box % TV solus TV + 1 NP ad TV + 2 or 3NP ads TV + 4NP ads TV + 4NP ads +Online NP

  23. Capital One Newspapers add depth of information Advertising measures – Depth of Information Gives me enough information to decide Top 2 Box % 80 77 76 71 61 TV solus TV + 1 NP ad TV + 2 or 3NP ads TV + 4NP ads TV + 4NP ads +Online NP

  24. Capital One Newspapers provoke strong re-appraisal Advertising measures – Re-appraisal Surprising and gets me to think differently Top 2 Box % TV solus TV + 1 NP ad TV + 2 or 3NP ads TV + 4NP ads TV + 4NP ads +Online NP

  25. Capital One Call to action up 127% when multiple executions added Advertising measures – Call to action Gives me a reason to go out and buy Top 2 Box % TV solus TV + 1 NP ad TV + 2 or 3NP ads TV + 4NP ads TV + 4NP ads +Online NP

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