CASE STUDY:Comet soars with brand and tactical ads in newspapers
Provided by Newsworks
Comet used newspapers to boost the impact of its TV campaign to drive customer service perceptions of its brand.
What was the Challenge / Background of the Campaign?
Comet ran a newspaper brand campaign in addition to brand TV ads and tactical newspaper ads, in order to drive customer service perceptions as well as sales. Comet saw marked success thanks to coupling a newspaper brand campaign with TV and a tactical newspaper burst. Comet wanted to differentiate the brand in the busy pre-Xmas sales period by promoting its superior customer service offering. National newspapers have a complementary audience profile to TV.
What was the Campaign Objective?
Differentiate Comet through communicating a great range of customer service initiatives (brand). Extend into specific product/ price messaging (tactical).
What was the Solution?
Adding newspapers created a more balanced exposure to the Comet campaign than would have been possible using only TV and helped reach those light TV viewers who have a lower exposure to TV advertising campaigns. Message take out from the brand TV ad focussed on Comet's product range and electrical specialise. Adding brand newspaper ads not only reinforced these messages but also almost doubled communication of customer service messages.
What were the Results?
-Adding brand ads in newspapers strengthens brand equity and drives visits
-Brand bonding up a third with TV plus newspapers
-Brand newspaper ads improved Comet's image on key service measures
-Newspapers stimulated 29% increase in people choosing Comet on last visit to buy electrical
-Newspaper brand ads enhanced the customer service proposition
-Adding a newspaper brand campaign boosted TV performance. Branding, communication of customer service, emotional engagement and persuasion of the TV ad were all improved when seen alongside a linked brand newspaper ad
What were the Key Learnings of this Campaign?
Due to their mass reach newspapers can quickly influence the opinions and attitudes of a nation. Comet used this medium to boost the impact of its TV campaign, to increase audience reach, drive customer service perceptions and strengthen sales.