Media Neutral Cross Media Analysis Charlies Angels 2

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Media Neutral Cross Media AnalysisCharlies
Angels 2
Trailer
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Key branding metrics

• Goals (Source Client and agency kick-off form
  as translated into survey metrics)
• Primary objective
• Encourage consumers to go see the movie
• Secondary objectives
• Create awareness of release date
• Generate a positive feeling toward seeing the
  movie
• How much do you think you would like the film if
  you saw it
• I think I would like it a lot / I think I
  would like it somewhat
• Communicate and reinforce the core movie
  attributes
• Exciting
• Action
• Fun
• Comedy
• Must be seen in a theatre

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Objective and key metrics

• Measure Charlies Angels 2 (CA2) advertising and
  its effect on key branding metrics
• Quantify impact of Online, Print, TV, Radio and
  Out-of-home advertising
• Analyze cost efficiencies
• Determine not only if advertising can move the
  branding needle, but whether it can do so in a
  cost efficient manner
• Recommend a more optimal media mix
• Measurement details
• Start Date 6/6/2003 End Date 7/15/2003
• Total relevant sample 4428 (Living in Denmark)
• Projectable media target audience Danish Adults
  15 to 34 2544
• Statistical significance tests were performed at
  95 confidence level

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Budget SummaryCA2
Spend by
6/6 to 7/15/2003
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Effectiveness of the combined campaign
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Overall Conclusions

• Campaign is a success across all metrics
• Primary objective
• Purchase consideration up 2.7
• From 10.6 to 13.3
• Secondary objectives
• Movie awareness up 65.7
• From 11.2 to 76.9
• Positive impression of the movie prior to seeing
  it 11.9
• From 40.9 to 52.7
• Positive brand positioning (fun, exciting,
  action, comedy, must be seen in theatre) 13.1
• From 55.2 to 68.3

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Effectiveness of the combined campaignMovie
Awareness
To your knowledge, which of the following movies
in the list below are currently playing in
theatres? (Check ALL that apply. If you have
not heard of the movie, do not select)
Pre 11.2 Post 76.9 65.7
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Effectiveness of the combined campaignBrand
Image Attribute Association
Based upon what you have seen or heard, how much
would you say each statement describes the movie
Charlies Angels 2 Overall Average .
Pre 55.2 Post 68.3 13.1
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Effectiveness of the combined campaignPurchase
Consideration
If you have NOT seen Charlies Angels, how likely
are you to see it in the theatre? (Definitely
will see in theater/Probably will see in theater)
Pre 10.6 Post 13.3 2.7
Release date
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Individual Media Effects

• The XMOS Factorial Experimental Design

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Isolating the effectConclusions

• Primary objective
• Purchase consideration
• Primary drivers Online first, Radio/OOH second
• All media working together produce the greatest
  impact
• Online, is the strongest individual media driver
• Secondary objectives
• Movie awareness
• Primary drivers TV/Radio/OOH working together
  are the strongest driver, Radio/OOH are nearly as
  strong, Online also makes a meaningful
  contribution
• Magazine has no positive impact
• Positive impression of the movie prior to seeing
  it
• Primary drivers Magazine, Radio/OOH then Online
• TV has a very small impact
• All media working together produce the greatest
  impact
• Positive brand positioning
• Primary driver Radio/OOH then TV/OOH
• Magazine and Online only impact specific
  positioning metrics

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Online advertising effect
Purchase Consideration If you have NOT seen
Charlies Angels, how likely are you to see it in
the theatre? (Definitely will see in
theater/Probably will see in theater)
Exposed
Control
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Return-on-marketing-objectives analysis

• Findings
• Sometimes, there is one media that is the most
  cost-efficient across all media. That is not the
  case for CA2.
• No single media achieves all the branding goals
  in the most cost efficient manner.
• Rather
• Online (as a single media) is more cost-effective
  in terms of the primary objective Purchase
  Consideration
• Online is also the most cost efficient in terms
  of Movie Awareness
• Magazine is more efficient in building a positive
  impression, but does not appear to have a
  positive effect on any of the other metrics
• The combination of all media working together is
  more efficient at shaping the brand perception of
  Exciting, Fun, Must see in theatres and the
  likelihood that the moviegoer will recommend the
  movie to a friend.
• Implications
• Since there is no one media that performs best
  against every goal, a well balanced media mix
  will be more effective and efficient.

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ROMO calculations

• Conclusions
• The combination of all media appear to work well
  in combination, however the current media mix
  could be fine-tuned
• The key brand metric is purchase consideration.
  Online is the most cost efficient driver of
  purchase consideration, and therefore should be
  increased as a share of the budget.
• The budget should be drawn from Print, which
  produces little to no branding benefit.
• Online made a more significant contribution to
  the overall effect of the campaign in the first
  few weeks.
• After the movie release, the Online effect was
  significantly less.
• Further investigation of why Onlines
  contribution was less after the movie was
  released suggests that some branding metrics
  (such as purchase consideration) plateau after a
  certain frequency.
• We suggest that increases in Online budget should
  focus on expanding Online reach, rather than
  extending frequency.

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ROMO calculations

• Conclusions (continued)
• While Radio does not drive the key metric of
  purchase consideration, it does appear to be cost
  effective in driving secondary branding metrics
  and may be underweighted in the marketing mix.
• TV did not appear to be a significant brand
  driver, (except for creating advertising
  awareness).
• We suggest further research on TV effect.
• Out-of-home effect can not be determined, and
  therefore we do not recommend any changes to the
  Out-of-home budget.
• Though, we hypothesize that Out-of-home may
  represent too large a share of the budget. We
  recommend further measurement in future campaigns
  to better understand the impact and cost
  efficiency of out-of-home advertising.

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Recommended Mix
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Recommended mixCA2

• The recommended mix is based on optimizing the
  primary objective purchase consideration.
• The combination of all media working together had
  the most significant impact on the overall
  increase of purchase consideration.
• Online independently was a strong driver of
  overall effectiveness and was the most cost
  efficient element of the mix
• However, Online is currently delivering only 12
  reach.
• Increasing Onlines reach would produce a direct
  increase in purchase consideration.
• While the combination of all media working
  together suggest the importance of maintaining
  the current marketing mix, Print appears to make
  little to no contribution to purchase
  consideration.
• To fund an increase in Online advertising from
  DKK 120.000 to 200.000, we suggest drawing DKK
  55.000 from Print and DKK 25.000 Out-of-home
  advertising.
• This would allow Online reach to increase from
  12 to 20
• This would result in an increase from 2.7 gain
  to 3.0 gain, which represents a 12 increase
  over the current campaign results without
  increasing the overall budget.