National Newspapers Effectiveness Motors

TOYOTA YARIS

Newspapers: Perfect Partner to TV

Toyota Yaris

National Newspapers & TV Toyota Yaris: Headline Results

Traditionally, car advertisers use a combination of brand TV campaigns and tactical advertising in newspapers. This case study for Toyota Yaris shows the success of a different model for motor manufacturers: a brand newspaper campaign using both paper and online formats together with a tactical newspaper campaign and brand TV: The combination of TV, brand newspapers and tactical newspapers drove a +5% point increase in likelihood to consider Toyota Yaris, compared to only a +1% point increase for TV alone The effect of TV, brand newspapers and tactical newspaper advertising together affected purchase intent most strongly; a +13% point increase post the campaign TV and brand newspaper advertising in combination added 60% extra unique visitors to the Toyota Yaris website (based on its 12 month average) National newspaper brand ads drove a 44% increase in web trafc 23% from the paper versions and 21% from online newspaper websites Brand ads in national newspapers with TV were 66% more likely to prompt re-appraisal, and created 82% higher emotional connection with the Yaris brand than TV alone

These results are very encouraging and give us much condence that an uplift in consideration and purchase intent can be achieved by adding a heavyweight national brand newspaper campaign to TV. A key ingredient to this was including multiple press ads in the campaign that were distinctive, interesting and involving adding to the take out from the TV ad. It was also very satisfying to see that this combined effect, supported by online newspaper website advertising, achieves a demonstrable increase in unique visitors to our website.

Robin Giles General Manager, Marketing Communications, Toyota

Toyota Yaris: The Creative Work

Brand newspaper creative

TV creative

Toyota Yaris: The Creative Work

The brand idea was continued through to advertising on online newspaper websites. The resulting 21% uplift in unique visitors to the Yaris homepage compared extremely favourably with previous tactical campaigns on specialist car sites.

Online newspaper creative Brand newspaper creative A range of single-minded executions communicate far more powerfully than multimessaged ads. Tracking conrmed newspapers cumulative impact on depth of information.
Depth of Information Top 2 box %

85 69 49 57 70

Recognise TV ad plus...

1 Newspaper Brand ad

2 Newspaper Brand ads

3 Newspaper Brand ads

4 Newspaper Brand ads

4 Newspaper Brand ads + 1 Internet ad

Tactical newspaper creative

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Toyota Yaris: Test Detail

TEST HYPOTHESIS
TV and national newspapers are the perfect partnership. They are processed in different but complementary ways: TV is more passive, whereas newspapers involve active processing. Both media are heavily consumed in the evening. Media proles are complementary: newspapers compensate for the inherent weaknesses of commercial TV in London/South and among younger, more upmarket consumers. Together, the brand impact should be stronger than either medium separately.

Toyota Yaris: The Findings

NATIONAL NEWSPAPERS DRIVE 44% EXTRA WEB TRAFFIC
Analysis by Sophus3 showed that brand advertising in national newspapers accounted for a 23% increase in unique visitors to the Yaris homepage versus the year to date monthly average. Online newspapers websites accounted for a further 21% increase in trafc. Thus, national newspapers overall drove a 44% increase.
21 23 16 7 32 Online newspaper websites National newspapers (paper versions) TV Other online campaigns Search campaign

CAMPAIGN OBJECTIVES
To generate high awareness and interest in Toyota Yaris, the small car with the capabilities and characteristics of a big car.

100

Base = 12 month July YTD average

July 06 vs 12 month YTD average %

MEDIA PLAN
May Media
Target Audience: ABC1 25-44

Source: Sophus3

Jun

Jul
691 TVRs 342 GRPs

Aug

Sep

m 2.4 1.0 0.8 0.1

TV NP - Brand NP - Tactical Online NP Websites

ONLINE NEWSPAPER WEBSITES HIGHLY EFFICIENT

The increase in unique visitors generated by online newspaper websites represents 66% of the increase generated by the ongoing keyword search campaign for Yaris.

187 GRPs

Research Dates
(Millward Brown)

Pre-wave Post-wave

Research Sample: 25-60 year old adults that 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 12,500) Media Source: NMR/BARB/NRS

Analysis of the data focuses on a comparison of: 1) Those who recognise the TV advertising only (TV solus) 2) Those who recognise both the TV and brand newspaper advertising (TV + Brand NP) 3) Those who recognise the TV, brand and tactical newspaper advertising (TV + Brand NP + Tactical NP)
For further explanation of Millward Brown and Sophus3 methodolog y go to www.nmauk.co.uk
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Toyota Yaris: The Findings

TV + NEWSPAPERS DRIVE BRAND COMMITMENT
TV and brand newspapers increased brand commitment to Toyota Yaris by 3% points whilst TV showed little change. The most effective combination was TV, brand newspapers and tactical newspapers. For this group there was a +5% point increase in commitment to Yaris.
32 33
Brand Involvement

NEWSPAPERS POWERFUL AT DRIVING EMPATHY

TV + Brand NP + Tactical NP +5 55 60

TV solus

TV + Brand NP

+1

+3

By using newspapers as part of the brand campaign, Yaris achieved a higher increase in brand involvement than for any solus medium.

TV solus -2

TV + Brand NP +9 43 34

50

53

19

17

Emotional Identification: Someone Id really like *

Brand Commitment Pre to Post % points increase - Top 2 box % Pre-wave Post-wave Prewave Postwave Prewave Postwave Prewave Postwave Pre-wave Post-wave

Likelihood to consider when next buying a car *

Pre to Post % points increase - Top 3 box %

TV + NEWSPAPERS ENRICH BRAND EQUITY PURCHASE INTENT INCREASED WITH BRAND AND TACTICAL NEWSPAPERS + TV
The combination of brand TV and brand newspaper advertising drove an increase of +5% points in respondents purchase intent compared to a decrease pre to post for the TV solus group. By far the most powerful combination was for the group exposed to TV, brand newspaper advertising (online or paper version) and tactical newspapers with a +13% point increase in purchase intent as a result.
30 24
Purchase Intent

TV on its own improved presence, but the combination of TV and brand newspapers drove improvements for Yaris at every stage towards bonding.
TV + Brand NP + Tactical NP +13 68 55 55
TV solus TV + Brand NP Brand Dynamics Equity Analysis Change on pre-wave % points increase

TV solus -6

TV + Brand NP +5

50

Bonding Advantage Performance Relevance Presence

6 19 21 22 50

-2 -2 -2 -2 +4

19 45 47 49 64

+5 +8 +7 +7 +5

Thinking of everything seen, heard or read recently how has it affected likelihood to choose? *
Pre to Post % points increase - Top 2 box % Prewave Postwave Prewave Postwave Prewave Postwave

10

11

Toyota Yaris: The Findings

HIGH RECOGNITION FOR NEWSPAPER BRAND ADS
Qualitative pre-testing of the brand ads in situ, and a strong creative idea helped optimise standout in the newspaper context. Online recognition was 17%, rising to 23% among those who both watch TV and read newspapers regularly.
Recognition - Newspaper ads % recognising MB UK Print norm (957 ads) = 20% NP Brand ads NP Tactical ads

BRAND NEWSPAPER ADS BREAK THE NORM

Yaris brand newspaper advertising was highly distinctive due to its stylish, original and intriguing nature.
Stylish Confusing Unattractive Direct

32 23 17

Dull

20

Brand Newspaper Involvement Diagnostics

MB print norm Base: 77 UK ads Recognise Brand NP ads

Straightforward

Informative

NP Online ads

NP Online ads (Regular TV + NP)

(Each axis 0-70%)

Plain

Intriguing

ADDING NEWSPAPERS STRENGTHENS COMMUNICATION

Newspapers delivered depth and breadth of communication. Take-out from the TV ad was signicantly higher across all key messages when people had also been exposed to the brand newspaper advertising.
Communication % saying strongly suggests NP Advertising
Recognise Brand NP ads %

Original Ordinary

Irritating

NEWSPAPERS ENHANCE TV AD IMAGE

Among respondents who also saw the brand newspaper advertising, engagement with the TV ad was far more active and positive.
TV Involvement Diagnostics

+20

+22
Involving A+ Disturbing A

Distinctive A+

+24 Interesting A+

TV Advertising
Recognise TV ad only % Recognise Brand NP + TV ads % Added effect of NP

Soothing P+

Small car with features of big car Stylish car Superior quality car Small car with safety features of bigger car Small car with performance of bigger car Good value for money

65 55 46 39 37 32 12 24 19 23 40

69 52 42 47 59 32

79

+10 +28 +23 +24 +19 +20

Norm (698 UK TV ads) Recognise Brand NP + TV ads Recognise TV ad only (Each axis 0-70%)

Unpleasant A

Pleasant P+

A P +

Active Passive Positive Negative

Irritating A

Gentle P+

-10
Boring P Weak P

+ Added effect of NP

-9

Ordinary P

-15

-15

12

13

Toyota Yaris: The Findings

ADDING NEWSPAPERS DRIVES RE-APPRAISAL
Newspaper ads were powerful at stimulating re-appraisal of Toyota Yaris. Thus the campaign effect of seeing both TV and brand newspaper advertising was 28% points higher than TV alone a difference of 66%.
Re-appraisal Surprising and gets me to think differently * Top 2 box % Brand NP ads TV ad TV + Brand NP ads

NEWSPAPERS + TV BOOSTS CALL TO ACTION

Brand newspaper ads provided a strong call to action. As a result, TV + newspapers delivered more than double the persuasive power of TV alone.
51

69

70

48

42 23
Call to Action Gives me a reason to buy * Top 2 box % Brand NP ads TV ad TV + Brand NP ads

BRAND VALUE POWERED BY MULTIMEDIA EXPOSURE

The 29% point difference in the brand values measure for TV + brand newspaper ads in combination versus the TV ad alone represents an impressive 82% higher emotional connection with the Yaris brand.
Brand Values Helps me connect and identify more strongly * Top 2 box % Brand NP ads TV ad TV + Brand NP ads

BRAND ADS IN NEWSPAPERS ENHANCE EXISTING TV + TACTICAL NEWSPAPER ADS

Brand-building newspaper ads provided additional momentum to the Yaris campaign as originally planned (TV + tactical newspapers). The positive effect of the combination of TV, brand newspapers and tactical newspapers was seen on both emotional engagement and rational persuasion measures.

60

64

77 67 62

74

35

Advertising Measures % agreeing The advertising... * Top 2 box %

TV + Tactical NP only TV + Tactical NP+ Brand NP

Helps me connect and identify more strongly

Brand Values

Gives me a reason to buy

Call to Action

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: 932 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 12,500). Media quotas to match national viewing/readership.

14

15

Companies/Brands tested in this series:

For more information about advertising in national newspapers contact: Newspaper Marketing Agency 175 Piccadilly London W1J 9EN 020 7182 1700 www.nmauk.co.uk Email: effectiveness@nmauk.co.uk Maureen Duffy Chief Executive Anne Foster Planning Director Acknowledgements With thanks to Toyota and their agencies, CHI, Zenith Optimedia and Miller Bainbridge Brand Tracking Research conducted by Millward Brown Qualitative Creative Development Research conducted by Davey Bioletti Web data analysis by Sophus3 Media expenditure: Nielsen Media Research * Metric developed by Hall & Partners Copyright Newspaper Marketing Agency Date of Issue: November 2006 With thanks to Xtreme Information for supplying the advertising images: Simon.Wylie@xtremeinformation.co.uk