National Newspapers
Effectiveness
Motors
Toyota Yaris - Year 2
Newspapers: Perfect Partner to TV
Toyota Yaris
“
These results across 2 years show the powerful effects of
getting brand advertising in newspapers right. Building on our
learning from last year, we have further improved campaign
performance and succeeded in getting Yaris higher up the
shortlist of significantly more of our target audience.
We have clearly seen the benefits of integrating our TV with
national newspaper print and online advertising. Exploring the
boundaries of the creative idea in pre testing and understanding
how newspapers and TV work together, led to some of the
highest print recognition and messaging scores we’ve seen.
We not only saw the expected leap in brand and consideration
scores, but also a more direct effect with increased traffic to the
website and test drive enquiries.
Robin Giles
General Manager, Marketing Communications, Toyota
2
”
National Newspapers & TV
Toyota Yaris:
Headline Results
The 2007 Toyota Yaris in-market test demonstrates the power
of brand advertising in national newspapers, in partnership
with TV, to build brand success for a second year. As in
2006, newspapers – in both print and online formats – added
significantly to brand performance:
• Half the target audience put Toyota Yaris on their
consideration list just 2 years after the launch. Among the
TV + newspaper + online newspaper group, this rose to 72%,
compared with just 39% for TV solus group
• TV plus newspapers generated over 6 times the increase in
brand commitment, versus TV alone
• Newspapers drove a 32% increase in web traffic to Toyota
Yaris microsite, with online newspapers responsible for 22%
increase
• TV and newspapers drove significant shifts in brand image
– particularly emotional perceptions
• Adding national newspapers made the TV ads work harder
across all diagnostic measures, including engagement,
branding and communication
• Multiple newspaper and online newspaper executions boosted
depth of information by 136%, doubled emotional brand
values, increased re-appraisal by 63%, and improved call
to action by 165% compared with TV solus
3
Toyota Yaris:
The Creative Work
Newspaper creative
TV creative - Rope
TV creative - Plane
4
Newspaper creative - Brand version
Newspaper creative - Tactical version
5
Toyota Yaris:
The Creative Work
Newspaper creative
The highly engaging and impactful creative idea
combined humour with a powerful proposition. As a
result, all campaign elements were very well-recognised.
TV was 33% points above norm. Newspapers built on
the previous year’s high recognition and achieved more
than double the print norm.
Recognition - Toyota Yaris Newspaper ads
% recognising
46
2007
32
2006
Millward Brown
Print Norm
(326 ads)
6
20
Online Newspaper creative
Online newspapers achieved 32% recognition
– nearly double the 2006 level of 17%. There was
a stronger synergy between print newspapers and
online newspapers than between TV and online. For
example, online standout, credibility and information
content were judged to be significantly higher if
people had also seen newspaper ads.
Online Newspaper ads
% agreeing
67
Very eye-catching
47
I’d stop and look
rather than turn page
73
Points made
were believable
TV + Online NP
Contained new
information
81
43
66
22
49
TV + NP + Online NP
7
Toyota Yaris:
Test Detail
TEST HYPOTHESIS
The 2007 in-market effectiveness test for Toyota Yaris aimed to build on the 2006†
test results, which showed that TV and National Newspapers were the perfect
partnership because they are processed differently, are both heavily consumed in
the evenings and have complementary media profiles. Whereas many newspaper
campaigns are short-lived and tactical, the belief was that a second year of brand
advertising in TV and newspapers – both paper and online formats – would
continue to deliver a strong brand impact.
CAMPAIGN OBJECTIVES
To make Yaris appealing to younger, more style orientated drivers, by sparking
emotional desire: the small car that people have big feelings for.
MEDIA plan
Apr
Media
TV - 30 sec
May
June
616
Aug
Sept
Oct
450
TVRs
TVRs
Newspapers
Target Audience:
ABC1 Adults 25-44
July
4.1
242
0.8
GRPs
0.1
Online NP
Non-test press
Research Dates
Pre-wave
(Millward Brown)
Interim-wave
205
126
GRPs
GRPs
Post-wave
Research Sample: 25-60 year olds, either recent purchasers or in the market for a car £7000 – £13,500
Media Source: NMR/BARB/NRS
Analysis of the data primarily 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 and newspaper and online newspaper advertising
(TV + NP+ Online NP)
For 2006 Toyota Yaris case study go to nmauk.co.uk/effectiveness
For further explanation of Millward Brown and Sophus3 methodolog y go to www.nmauk.co.uk
†
8
£m
0.6
Toyota Yaris:
The Findings
Extended TV and newspaper partnership builds yaris brand
Extending the effectiveness test for Toyota
Yaris into a second year clearly demonstrated
the brand building effect of brand ads in
newspapers and on TV. The combination
of synergistic and complementary media,
together with a strong creative idea, drove
substantive increases in brand commitment
and brand image. And throughout this
case study, the powerful additive effect of
newspapers in both paper and online formats
is clearly evidenced.
50
43
41
39
33
35
34
26 27
27
22
17
Build on 2006 results - Total sample
Post-wave 2006
Pre-wave 2007
Post-wave 2007
Brand Commitment
Top 3 box %
Stylish and goodlooking cars
Stand out from
the crowd
Cars people have strong
relationship with
National newspapers drive 32% extra web traffic
Unique URLs (eg www.toyota.co.uk/puddle)
in newspapers, and online ads on newspaper
sites directed traffic to a Yaris microsite in
2007. Sophus3 analysis showed a 32% increase
in traffic: 22% from online papers and 10%
via direct access from newspaper readers.
Sophus3 suggest total uplift due to newspapers
was probably higher, as readers will have used
search or landed on the Toyota home-page
rather than entering a precise web address.
This uplift follows a 44% uplift to Yaris pages
in 2006 – 23% from national newspapers and
21% from online newspaper sites.
+10%
Direct access from NP (paper)
+22%
Online NP
Non-referrer traffic
Newspaper Advertising effect on Web Traffic
Unique visitors to Toyota Yaris microsite
% increase
Source: Sophus3
9
Toyota Yaris:
The Findings
6 times the increase in brand commitment by adding
newspapers + online newspapers
The 2007 TV plus newspapers campaign built on 2006
success by increasing consideration of Toyota Yaris
significantly more than TV solus (top 3 box score).
Among those seeing TV plus newspapers plus online
newspapers, 72% would consider Yaris post-campaign,
compared with just 39% of those seeing only the TV ads.
Top 2 Box %
+2
+11
Top 3 Box %
+13
+4
+9
72
59
The TV and newspaper partnership was also more
successful in getting Yaris on to the purchase shortlist
of 1-3 brands (top 2 box score). TV plus newspapers
achieved more than 5 times the increase gained by
TV alone. The addition of online newspapers led to
a 6–fold increase versus TV solus.
Brand Commitment
Likelihood to choose*
+14
58
50
35
35
39
27
22
16
8
10
Pre to post % points increase
Pre-wave
Post-wave
TV
solus
TV
+ NP
TV
+ NP
+ Online
NP
TV
solus
TV
+ NP
TV
+ NP
+ Online
NP
Brand image up more with tv + newspapers
Brand image shifts in 2007 reflect the way that TV
and newspapers in combination build emotional
brand relationships. People exposed to TV alone
again showed much lower increases. This challenges
conventional media roles, where TV on its own
is often expected to forge emotional image and
newspapers are designated a tactical, rational role.
Brand Image
Pre to post % point change in endorsing Toyota Yaris
TV solus
10
TV + NP
TV + NP + Online NP
3
Stand out in a crowd
Cars people have strong
relationship with
Stylish and good
looking cars
9
11
2
9
9
2
9
9
Adding newspapers improves TV branding
The TV ads were very enjoyable and well
recalled. Branding was improved by 21%
points if people had also seen the newspaper
ads, and 30% points if they had seen online
newspaper ads as well as the print versions.
+21
+30
83
74
56
53
TV Ad Branding
Definitely remember advertising was for Toyota Yaris
%
TV Solus
TV + NP
TV + NP +
Online NP
MB UK Norm
Adding newspapers increases engagement with tv ads
The TV executions alone were highly
engaging (well above the UK average and
2006 TV execution), but when people
had also seen the newspaper ads – in both
paper and online formats – the TV ad
was perceived to be even more involving
and interesting.
+12
Involving
A+
Distinctive
A+
+21
Interesting
A+
Disturbing
A−
Soothing
P+
TV Involvement Diagnostics
Norm (698 TV ads)
Unpleasant
A−
Pleasant
P+
Recognise TV only
Recognise TV + NP
Recognise TV + NP + Online NP
(Each axis 0-90%)
Gentle
P+
Irritating
A−
A Active
P
Passive
+
Positive
Negative
Boring
P−
Dull
P−
Weak
P−
+– Added effect of NP + Online NP
11
Toyota Yaris:
The Findings
Adding newspapers significantly improves TV
communication
Newspaper ads make TV work harder.
As in 2006, seeing additional brand
advertising in newspapers and online
newspaper sites significantly improved
takeout from the TV commercials.
The most noticeable improvements
were for important subsidiary messages
of quality, style and modernity.
TV solus
Car that deserves to be
treated with respect
77
Car people have a strong
relationship with
65
43
Quality car
TV Advertising
Strongly suggests
% answering
Added
effect of
NP
Added
effect of NP +
Online NP
+6
+4
+12
+14
+23
+27
Stylish and good
looking car
39
+17
+22
Modern car
38
+12
+18
newspapers communicate powerfully
The newspaper ads communicated
strongly both in print format and
online. (Online newspaper ads
communicated more strongly when
seen in conjunction with print ads,
than when only seen with TV).
Multiple executions were synergistic
with the TV idea and were highly
engaging. NMA research consistently
shows that multiple executions perform
better than repetition of a single ad.
Newspaper Advertising
Strongly suggests
% answering
Print format
Online format**
Car that deserves to be
treated with respect
67
Car people have a strong
relationship with
67
64
61
55
Quality car
Stylish and good
looking car
46
Modern car
46
58
50
48
** Among TV + NP + Online NP recognisers as online solus recognition group too small for analysis.
12
Newspaper ads enhance response to TV ads
Seeing newspaper ads in print and
online had a profound effect on people’s
rational and emotional response to the
TV ads. The extent to which the TV
was perceived to provide new, different
and relevant information more than
doubled when people were also exposed
to newspaper elements of the campaign.
TV’s ability to drive emotional appeal
and motivation to use Toyota Yaris was
also significantly enhanced when people
saw newspaper ads as well.
Response to TV ads
% agreeing
TV solus
TV + NP
Contained new
information
Contained different
information
Points made
were relevant
Added effect
of NP +
Online NP
+21
+34
+28
+35
+29
+40
+17
+26
+18
+31
20
41
54
31
59
66
32
61
72
55
Made brand
more appealing
Made me more
likely to drive
Toyota Yaris
Added
effect
of NP
72
81
37
55
68
TV + NP + Online NP
newspapers drive strong emotional and rational response
Newspaper ads for Yaris provoked an
extremely positive response among the
car buyer target, outperforming TV solus
on both rational and emotional levels. By
engaging people emotionally, through
an enjoyable and well-executed creative
idea, the newspaper ads significantly
exceeded Millward Brown norms on all
ad response measures.
MB Print
Norm
Contained new
information
Contained different
information
Points made
were relevant
52
49
Response to Newspaper ads
% agreeing
33
52
Made brand
more appealing
Made me more
likely to drive
Toyota Yaris
42
36
67
51
45
30
13
Toyota Yaris:
The Findings
Multiple newspaper ads double depth of information
Exposure to each of the newspaper ads created a
cumulative build in depth of information, more than
doubling versus TV solus once people had seen the
full campaign.
78
66
68
TV +
2 or 3
NP ads
TV +
4 NP
ads
48
33
Advertising measures - Depth of information
Gives me enough information to decide*
Top 2 Box %
TV solus
TV + 1
NP ad
TV + 4
NP ads
+ Online
NP
Newspapers double emotional connection
Newspapers generate powerful emotions in the reader,
who is not just seeking information, but actively
connecting with stories. Results for Yaris (and all
other brands tested) in 2006 showed that this powerful
emotional response is also generated by the ads in
newspapers. In 2007, the campaign delivered an even
stronger emotional effect. Seeing all the newspaper
ads, both in the paper and online, more than doubled
emotional brand values compared with TV solus.
93
77
82
64
46
Advertising measures - Brand values
Helps me to connect and identify more strongly*
Top 2 Box %
TV solus
14
TV + 1
NP ad
TV +
2 or 3
NP ads
TV +
4 NP
ads
TV + 4
NP ads
+ Online
NP
Adding newspapers drives re-appraisal
People look to their newspapers for
new ideas, information and opinion,
providing a perfect context for
re-appraising brands. Toyota Yaris
ads provoked strong levels of fresh
thinking about the brand, building to
almost universal re-appraisal among
those seeing the full campaign of TV
plus four newspaper ads and online.
96
87
70
72
59
Advertising measures - Re-appraisal
Surprising and gets me to think differently*
Top 2 Box %
TV solus
TV + 1
NP ad
TV +
2 or 3
NP ads
TV +
4 NP
ads
TV + 4
NP ads
+ Online
NP
Call to action up 160% through adding
newspapers
The power of both print and online
newspapers to encourage people to the
next step in the buying process is vividly
illustrated in the call to action measure.
Just under a third of those seeing TV
solus agree the ads gave them a reason
to buy, rising to 82% of those seeing all
elements of the campaign.
82
59
63
45
31
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 3
NP ads
TV +
4 NP
ads
TV + 4
NP ads
+ Online
NP
Research Details: Pre-post tracking by Millward Brown among the same respondents (brand/category interest disguised at prestage), to measure changes among people seeing different media and account for any existing predispositions of any media group.
Sample: 706 adults aged 25-60 who have either purchased a car from new in the last 3 years or intend to purchase a car from
new in the next 2 years (costing between £7,000 and £13,500).
15
Now hear how these
brand owners choreographed
the perfect routine
Jon Goldstone
Vice President of
Marketing, Walkers
Jan Strubel
Marketing Manager,
Philadelphia,
Northern Europe
Nick Shepherd
Vice President,
Global Brands,
Kraft Foods
Mark Hall
Marketing Director,
Toyota
Robin Giles
General Manager,
Marketing Communications,
Toyota
Step on over to www.nmauk.co.uk/steps
For more information about advertising in national newspapers contact:
Newspaper Marketing Agency
175 Piccadilly
London W1J 9EN
020 7182 17 00
www.nmauk.co.uk
Email: effectiveness@nmauk.co.uk
Maureen Duffy Chief Executive
Judy Harman Planning Director
Jamie Willard Marketing Manager
Acknowledgements
With thanks to Toyota Yaris
and its agencies CHI and
Zenith Optimedia
Newspaper Link and Brand
Tracking Research conducted by
Millward Brown
Qualitative research conducted by
Boszko and Research Plus
Sales data analysis by Sophus3
*Metric developed by Hall & Partners
Media expenditure: NMR
© Newspaper Marketing Agency
Date of Issue: April 2008
With thanks to Xtreme Information
for supplying the advertising images:
Simon.Wylie@xtremeinformation.co.uk