The Proof Newspapers reveal their unrivalled ability to

The Proof Newspapers reveal their unrivalled ability to increase the numbers of buyers who would ‘definitely consider’ a ford 1

Ford The client’s view Our integrated multi-media campaign was carefully planned to ensure that each channel’s performance was optimised, and the whole campaign delivered successful results for the Ford brand. With highly effective creative executions and newspapers’ ability to affect consumer opinions, we were able to maximise the power of the campaign. Cross. Media™ research helped us identify the specific role of newspapers in our communications planning and confirmed their value in ensuring Ford is high on the shortlists of our car purchasers. Brian Bisset Primary Brand Research Manager Ford of Europe Lyn West Advertising and Sponsorship Manager Ford of Britain 2

Ford Headline results Ford’s successful multi-media campaign increased all brand measures, with clearly defined benefits from each medium used. The test revealed compelling insight into the impact of newspapers: • Newspapers are the most cost-effective medium for driving consideration – Newspapers had the strongest effect on ‘definitely consider’ Ford, driving 62% of the uplift, although accounting for only 16% of media spend • Newspapers are highly cost efficient at moving the needle on brand measures – Newspapers also contributed strongly to higher levels of recommendation and shifting brand perceptions. Overall, newspapers delivered the biggest effects on core brand measures, at the lowest cost • Newspapers are brilliant for getting information across – Brand campaigns which provide the evidence and benefits that trigger people to purchase work particularly well in newspapers • Multiple executions deliver a multiplier response – The more newspaper executions people saw, the more deeply the campaign communicated. Re-appraisal and call to action also increased • Newspaper digital advertising drives deeper involvement with the brand – Extending the newspaper campaign into digital formats boosted Ford website visits and engagement 3

Ford Test detail Objective Encourage as many people as possible to put Ford on their shortlist when buying a new car Communications strategy Bring to life Ford’s core principles of offering exceptional technologies & value for money pricing, both as standard. TV – emotional engagement, high reach and visibility Radio – engagement and information Newspapers – depth of information and call to action Outdoor – impact and on street presence Digital newspapers – drive website traffic (added later, low spend) 4

Ford Test detail Media Plan Jun 11 Aug 11 Sept 11 781 GRPs Newspapers TV Media Target audience: Adults aged 18 -65 July 11 £m 0. 7 2. 3 929 TVRs Radio 0. 8 Outdoor 0. 9 Digital newspapers 0. 07 Research Dates Millward Brown Cross. Media™ Nielsen Digital tracking Pre During/Post During Source: NMR/BARB/NRS 5

Ford Test detail Research method & sample 2000 adults aged 18 -65 who currently hold or applying for a UK driving licence. Open to buying a brand new car Millward Brown’s Cross. Media™ modelling analysed effectiveness of multi-media campaign, and determined the contribution of each element Detailed media consumption data frequency of exposure to each medium for each respondent compare differing responses when exposed to different media and different OTS how much each medium affects changes in brand measures Digital newspapers excluded from main model as too few cookies in sample, so special digital newspaper analysis using Nielsen UKOM data 6

Ford The creative work Newspaper creative 7

Ford The creative work TV creative Outdoor/transport creative Digital newspaper creative 8

The Findings Brand response 9

Ford National newspapers are the most powerful medium for driving definite consideration of Ford Share of spend* Share of uplift in “definitely consider” Ford % % TV TV Newspapers Radio Outdoor *Digital newspapers excluded as reach too low 10

Ford Newspapers are the lowest cost medium for driving Ford consideration Cost of 1% uplift in Ford consideration £m £ 4. 98 £ 4. 41 £ 1. 33 £ 0. 35 Newspapers Radio TV Outdoor 11

Ford Newspapers’ impact could not be achieved other media in the campaign Increase in definite consideration of Ford What would happen to definite consideration of Ford if newspapers were excluded? Total media contribution Excluding Newspapers 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% % spend 12

Ford Newspapers also encourage increased recommendation Share of spend* Share of uplift in “definitely recommend” Ford % % TV TV Newspapers Radio Outdoor *Digital newspapers excluded as reach too low 13

Ford Newspapers deliver big effects at low cost Cost efficiency versus uplift Average across Ford awareness, consideration, recommendation and opinion metrics 200 Cost of 1% uplift (indexed) TV 150 100 Radio Outdoor 50 Newspapers 0 50 100 150 200 Size of uplift (indexed) 14

Ford Newspapers contribute to improvements in Ford brand perceptions Brand perception statements – overall effect across 37 image, personality and feelings statements % % Outdoor Radio Newspapers TV Share or spend Share or uplift 15

The Findings Communication response 16

Ford Newspaper ads are actively engaging Newspaper involvement diagnostics MB UK Norm “Ford Standard” newspaper ads 17

Ford Newsworthy, strongly-branded newspaper campaign achieves high recognition Newspaper ad recognition % recognising 41 20 Any ‘Ford Standard’ newspaper ad Millward Brown print norm (326 ads) 18

Ford Newspaper ads prompt higher levels of re-appraisal Advertising measures – Re-appraisal Surprising and gets me to think differently about Ford Top 2 Box %* 63 46 TV 51 Radio Newspapers *Agree strongly/slightly 19

Ford Newspaper ads create stronger call to action Advertising measures – Call to action Gives me a reason to go out and buy a Ford Top 2 Box % 58 42 34 TV Radio Newspapers 20

Ford Newspaper ad communication strengthened by multiple executions Communication of newspaper ads % answering strongly suggests 1 -2 ads 3 -5 ads All 6 ads Ford gives you more features as standard Ford cars come with the latest technology as standard Ford are an innovative brand 21

Ford Re-appraisal and call to action boosted by multiple newspaper executions 1 -2 ads 3 -5 ads All 6 ads Re-appraisal Surprising and gets me to think differently about Ford Call to action Gives me a reason to go out and buy a Ford 22

The Findings Digital newspapers 23

Ford website visits and engagement boosted by digital newspapers Increases among exposed versus control (unexposed) matched sample +22. 3% +17. 4% +12. 5% Ford website unique visitors Pages visited on Ford website Time spent on Ford website 24

The Findings Media learning 25

Ford’s multi-media campaign builds reach and improves brand metrics TV • Strongest impact on emotional measures • Impact on consideration and recommendation lower than newspapers, and at much higher cost Radio • Highly cost-efficient for building emotional measures • Impact on consideration and recommendation lower than newspapers, and at higher cost % reach Incremental Non TV Reach: 14. 2% Outdoor • Primarily boosted recommendation Newspapers • Drove majority (62%) of consideration, at lowest cost • Best payback on investment for increasing key Ford measures 26

Ford Multiple newspaper executions built consideration through the campaign Frequency curve for “definite” consideration 27

Ford study builds further evidence of newspapers’ effect on consideration Pre-post studies for 18 brands show average increase in consideration more than tripled when people see newspaper advertising as well as TV Pre-post % point increase in consideration Average across 18 brand tests Source: Millward Brown 28

Ford study build further evidence of newspapers’ effect on consideration Millward Brown Cross. Media™ modelling for E. ON and NESCAFÉ campaigns demonstrate how newspapers are both powerful and costeffective at raising consideration Cost of 1% uplift in NESCAFÉ consideration £m £ 5. 92 NESCAFÉ Newspapers accounted for 18% of spend but delivered 31% of increase in consideration E. ON Newspapers accounted for 15% of spend but delivered 32% of increase in customer consideration £ 0. 37 Newspapers £ 0. 98 No effect TV Outdoor Online 29