1. Motors and newsbrands

2. Table of contents The average car owner 3 The journey 5
The role of newsbrands
The journey in action
The proof
The proof in action
The gallery
Summary

3. The average car owner 64% (5.9m) paid for the car themselves
57% (5.7m) bought car out of necessity (high mileage, breakdown, MOT failures)
35% (3.3m) bought for pleasure (Felt like a change, novelty)
61% (5.7m) of buyers took 1 month or less to decide which car to purchase
32% (2.9m) of buyers had one particular manufacturer in mind, 27% (2.5m) had several however 18% (1.6m) had no particular manufacturer in mind
33% (3.1m) intend on buying another vehicle in the next 2 years
(bought in last 2 years)
Source: TGI Clickstream Mobile 2017 Q2

4. £447bn 76% of that was spent by newsbrand readers
has been spent on automotive vehicles in GB
76% of that was spent by newsbrand readers
That’s £341bn
Source: TGI Clickstream Mobile 2017 Q2
Source: TGI Clickstream Mobile 2017 Q2

5. The Journey

6. How people buy

7. People are always on a journey to buying something
Passive absorption of brand associations before a decision journey is a powerful method of influencing purchases
While there are reasonably defined purchase journeys, people are always on a journey to buying something. We’re always gathering ideas about brands, things we might like to buy one day. How many times have you heard yourself saying – well, when we next buy a car….. or, when it comes time to change my mobile phone….
And in those instances, passive absorption of brand associations before a decision journey is a powerful method of influencing purchases

8. “
I was once given a lift by a 50-year-old friend who’d recently sold his share in an advertising agency and had celebrated by buying himself an extremely expensive car. “I bought this car because I saw an advertisement,” he told me. “Nothing very special about that, I grant you – except that I saw that ad when I was 14.”
Not all advertisements are still paying their way after 36 years. But the value of consistent brand advertising, advertising that remains true to the brand’s character, and continues to enhance it, can be almost timeless.
- Jeremy Bullmore, WPP 2016 Annual Report “

9. Most journeys consist of an assumed front-runner
Brand preference through the journey
7/10 of those with only one brand in mind do not even test drive another one
13%
31%
23%
Only one brand in mind
Most car journeys consist of an assumed front-runner. Two-thirds of people are choosing between just 1 or 2 brands. Of those who have just 1 brand in mind, 7 in 10 of them do not even try another brand so it is important to get on the consideration list of the consumer. Those ongoing seeding of brand ideas are very important. Byron Sharp calls it the mental availability of brands. This was quoted in a great FT article by Ian Leslie.
Question D2. Thinking about the specific brand you actually bought, which of these applies to the final choice of brand as you were going through the ‘journey’? D3. When you went to make the actual purchase, which of these best describes the specific brand you bought? Base = 2,000 A18-65
For 2/3 the journey is about choosing between two brands
Choice of two brands
Shortlist
33%
No preference to begin with
Source: Newsworks, How People Buy, 2015

10. But there is still an opportunity for brands to be seen and heard
While most journeys consist of an assumed front-runner, there is still an opportunity for brands to be seen and heard.

11. A lack of urgency opens the door for brands to seed ideas and help frame product considerations
I had to buy it right away
I could have bought it at any time
23%
57%
A third of car buys are impulse purchases
I had been thinking of buying it for a long time
It was an impulse purchase
There is a lack of urgency to many car purchases, 57% of people could have bought the car at any time. One of the participants of the study stated “well I wondered if I should just put it off for another year”. This lack of urgency gives brands an opportunity to seed ideas and frame considerations before the journey fully begins in earnest.
And actually those purchases could happen at any time. There is not necessarily a strong correlation between size of purchase and the level of planning that goes into it. Even bigger purchases, where thousands of pounds change hands can be impulsive.
Question B1a Below are some pairs of statements. For each, please tell us which side applies to your purchase … . Base = 1000.
46%
32%
Source: Newsworks, How People Buy, 2015

12. £ Two main journey types REGRETS NO RESEARCH OPTIONS Being Build up
Background associations
Build up
Realisation
Expand
Identifying options
Filter
Excluding options
Test
Confirming
conclusions
Buy
Best deal
Assumed front-runner Need to validate
Gather alternatives
Not ‘missing out’
Cross-examine initial assumption
Reassure not a bad decision
Continue cross-examination in store/dealership
Decision made
Quick check if better deal elsewhere
REGRETS NO
There are two key types of car buying journey
No regrets
Journey is about checking initial assumption was right so there are no regrets post-purchase. It is usually quicker, and definitely more stress-free. The stages might not follow in “logical” order, and some are easily missed out.
Research options
More like the classic “funnel” approach, in that more stages are followed in order to feel reasonably safe in the final choice – but can easily bounce to and fro between stages, especially for Expand and Filter
Being: Absorbing brand, product and category information to FRAME perceptions through a variety of needs
Build-up: Growing awareness of need to make decision – often due to a TEASE, Start ‘tuning’ into background – raising AWARENESS, SHARING opinions. Potential for a SHORTCUT to skip a stage
Expand: Fleshing out consideration set to ensure all possible options are considered, AFFIRM opinions and get more AWARE of options
Filter: get more INFORMED to whittle down final options, continue to be TEASED whilst you make up your mind.
Test: First-hand experience of option/options to ISOLATE options for focus, Potential for new ideas to change consideration set through CHALLENGE or have opinions AFFIRMED
Shop around: Exploring deals offered by different providers/dealers to identify best value for money
Perceptions framed
No front runner
Assumed consideration set
No front-runner
Research options in & out of consideration set
Systematically whittle down options
Cross-examination conclusions in store/dealership
Further research to find best purchase location
RESEARCH
OPTIONS
Source: Newsworks, How People Buy, 2015

13. The journey is about reducing your worry
Build up
Realisation
Expand
Identifying options
Filter
Excluding options
Test
Confirming
conclusions
Buy
Best deal
Worried about making a mistake
Very confident of making the right decision
Particularly with longer journeys, the worry about making a mistake can be overwhelming at the start. It’s only at the penultimate stage, the hands-on test, that confidence begins to outdo worry. However, even when people have bought a certain amount of worry still persists.
Question C4. How worried or concerned were you that you may not end up getting the right car for you in the end? Base = 1000.
Source: Newsworks, How People Buy, 2015

14. Confident – one brand in mind Confident – no brand in mind
Brand preference makes people more confident
Build up
Realisation
Expand
Identifying options
Filter
Excluding options
Test
Confirming
conclusions
Buy
Best deal
Confident – one brand in mind
Confident – no brand in mind
Brand preference actually provides more confidence. Just 39% of people who start out with one car brand in mind are worried, for example, and 43% feel very confident, even at this early stage – rising to 63% when they’ve made the final decision. For people who start out with no brand in mind, worry is uppermost (54%) and confidence low (17%). While confidence improves to 41% at the buying stage, it is still outweighed by worry (43%).
This makes a strong case for maximising brand consideration when people are not yet in the market – Apple a good example of tying up first preference before the active purchase process even begins.
Question C4. How worried or concerned were you that you may not end up getting the right car for you in the end? Base = 1000.
Source: Newsworks, How People Buy, 2015

15. Role of media and newsbrands
So how can media help people? Media plays a key role in guiding people through the purchase journey and giving them confidence

16. Newsbrands can trigger a journey start
Top triggers for new car purchase
Source: Newsworks, How People Buy, 2015

17. Younger people’s car buying is even more likely to be triggered by advertising
Top triggers for new car purchase: age 18-34
Younger people are more likely to be buying for the first time, so are getting their information and triggers from more sources. Advertising is more important than for older buyers, as is word of mouth.
Source: Newsworks, How People Buy, 2015

18. Here are 10 key roles for media in consumer purchase decision journeys…
Frame
Short cut
Awareness
Tease
Inform
Frame
shaping
perceptions
helping make
decisions
what’s out there and is important
gentle but persistent
reminders
a ‘real world’ perspective
Isolate
Challenge
Confirm
Enjoy
Share
So we’ve talked about the importance of the ongoing seeding of brand associations – that’s a really important role for media and for newsbrands – one we’ve called FRAME
During the journey itself, there are 7 roles that media brands can and do play in helping people making the decision as to which brand or product to buy.
And the influence of media doesn’t stop at purchase, there are 2 further roles that media play post purchase, SHARE and ENJOY. Given the fact that a significant number of people are still worried once they have made the purchase, the role of media in generating satisfaction and confidence is vital.
a moment of clarity
stress testing assumptions
corroborating assumptions
review satisfactions
comments and advocacy

19. How do these roles fit in the path to purchase?

20. £ Being Background associations Build up Realisation Expand
Identify options
Filter
Excluding options
Test
Confirming
conclusions
Buy
Best deal
Frame
shaping
perceptions
Tease
gentle but persistent
reminders
Confirm
corroborating assumptions
Inform
a ‘real world’ perspective
Isolate
a moment of clarity
Enjoy
review satisfactions
Awareness
what’s out there + is important
Awareness
what’s out there + is important
Tease
gentle but persistent
reminders
Challenge
Stress testing assumptions
Share
Comments and advocacy
Share
Comments and advocacy
Confirm
corroborating assumptions
There are two key types of car buying journey
Being: Absorbing brand, product and category information to FRAME perceptions through a variety of needs
Build-up: Growing awareness of need to make decision – often due to a TEASE, Start ‘tuning’ into background – raising AWARENESS, SHARING opinions. Potential for a SHORTCUT to skip a stage
Expand: Fleshing out consideration set to ensure all possible options are considered, AFFIRM opinions and get more AWARE of options
Filter: get more INFORMED to whittle down final options, continue to be TEASED whilst you make up your mind.
Test: First-hand experience of option/options to ISOLATE options for focus, Potential for new ideas to change consideration set through CHALLENGE or have opinions AFFIRMED
Shop around: Exploring deals offered by different providers/dealers to identify best value for money
Short cut
Helping make decisions

21. Let’s look at where we’re strongest..
Newsbrands have a part to play in all roles to greater or lesser degree
Let’s look at where we’re strongest..
There are two key types of car buying journey
Being: Absorbing brand, product and category information to FRAME perceptions through a variety of needs
Build-up: Growing awareness of need to make decision – often due to a TEASE, Start ‘tuning’ into background – raising AWARENESS, SHARING opinions. Potential for a SHORTCUT to skip a stage
Expand: Fleshing out consideration set to ensure all possible options are considered, AFFIRM opinions and get more AWARE of options
Filter: get more INFORMED to whittle down final options, continue to be TEASED whilst you make up your mind.
Test: First-hand experience of option/options to ISOLATE options for focus, Potential for new ideas to change consideration set through CHALLENGE or have opinions AFFIRMED
Shop around: Exploring deals offered by different providers/dealers to identify best value for money

22. Frame Shaping perceptions
Semi-consciously absorbing information on the products, brands and retailers out there and worth paying attention to
Creating a strong sense of excitement and anticipation about a product or retailer that is within someone’s consideration set
Longer Journey: Defines the assumed category consideration set before people have even decided that they need to make a purchase decision
ROLE OF NEWSBRAND: Provides a moment of inspiration in the journey that helps isolate and hone in on a specific product or area
TYPE OF JOURNEY: Typically long journeys
WHERE IN JOURNEY: Tend to be most influential when consumers naturally need to focus on making a choice
PLATFORM: Print and to a lesser degree tablet. Influence is usually encountered as a full bleed or large advert. People are usually in a more open-minded / relaxed frame of mind when reading newsbrand content in print / on tablet vs. on their computer where they tend to be more critical

23. 87% 87% Newsbrands act as a lens on the world
On what to spend time thinking about, and the choices that matter
The features and stories tend to suit people like me
Gives me ideas to share with other people
87%
87%
Newsbrands act as a lens on the world, reinforcing values and helping people determine what matters and what to spend time thinking about. This is as true of purchase decisions as it is of politics and culture; they provide a lens on the choices that matter and are worth considered.
Question N6 And how much do you agree or disagree with what’s being said below about <Newsbrands>? Base = 2,000 A18-65
Source: Newsworks, How People Buy, 2015

24. 84% Newsbrands infer relevance and a sense of ‘rightness’ onto brands…
If they recommend something, then I know there’s a good chance I’ll like it
84%
Question N6 And how much do you agree or disagree with what’s being said below about <Newsbrands>? Base = 2,000 A18-65
Source: Newsworks, How People Buy, 2015

25. Providing a ‘real world’ perspective
Inform
Providing a ‘real world’ perspective
Providing additional detail and information about products to fill in gaps in knowledge and help make a ‘better’ decision
Providing additional detail and information about products to fill in gaps in knowledge and help make a ‘better’ decision
Earlier in journey when looking for information to expand knowledge of products and brands in consideration sets
Newsbrands are trusted to provide more grounded insight into the ‘real life’ experience of a product or brand – sifting through the category jargon to inform consumers of what matters and what doesn’t about a potential product

26. Inform Providing a ‘real world’ perspective
The news brand has given me more information I wouldn’t have found myself and more depths in the decision process – it has given me the ability to know more rather than hoping
Lucy, 29, Mirror reader
Question M3. We’re going to show you a number of different ‘tasks”... For each task we’d like to know what could be helpful for each. Base = 2,000 A18-65.
Source: Newsworks, How People Buy, 2015

27. Stress testing assumptions
Challenge
Stress testing assumptions
Searching for information or ideas that tests assumptions to ensure you are not missing out on anything and won’t regret the decision
Primarily looking for reassurance that a front runner is the best choice; however in some instance new ideas are stumbled upon that completely re-draw the parameters of a consideration set
Searching for information or ideas that tests assumptions to ensure you are not missing out on anything and won’t regret the decision
Primarily looking for reassurance that a front runner is the best choice; however in some instance new ideas are stumbled upon that completely re-draw the parameters of a consideration set
Longer Journeys: Especially during later stages when looking for final reassurance around decision
Newsbrands are one of the key means through which assumed consideration sets are thrown up in the air because their trusted status gives consumers confidence to re-think consideration sets

28. Challenge Stress testing assumptions
I wasn’t really considering a Lexus. I’d always thought they were a bit pricey, but then I saw an ad in The Times and it made me think that perhaps I should consider them. Didn’t end up buying a Lexus, but I did take one for a test drive
David, 39, Times & Telegraph reader
Question M3. We’re going to show you a number of different ‘tasks”... For each task we’d like to know what could be helpful for each. Base = 2,000 A18-65.
Source: Newsworks, How People Buy, 2015

29. Helping make decisions
Short cut
Helping make decisions
Presenting the right option at precisely the moment of need to completely bypass the effort of deliberating or cross-examining decisions
Helps cut through the noise later in the process
Newsbrands ability to fit within habits and routines throughout the day mean they are well placed to respond to needs as and when they arise

30. Short cut Helping make decisions
Question M3. We’re going to show you a number of different ‘tasks”... For each task we’d like to know what could be helpful for each. Base = 2,000 A18-65.
Source: Newsworks, How People Buy, 2015

31. Showing what’s out there and is important
Awareness
Showing what’s out there and is important
Raising awareness of relevant new products and offers, often at earlier stages of the journey
Newsbrands are adept at turning something that people are aware of in the background to more immediate attention, they are able to cut through the noise and raise salience by leveraging the perceived trust and assumed relevance of the things they present
Longer Journeys: Introduces new options into emerging consideration sets as the need to make a decision grows

32. Awareness Showing what’s out there and is important
Question M3. We’re going to show you a number of different ‘tasks”... For each task we’d like to know what could be helpful for each. Base = 2,000 A18-65.
Source: Newsworks, How People Buy, 2015

33. Newsworks.org.uk/planningtool
A planning tool was developed using the insights and data from this research. With it you will be able to determine:
Which channels are best at influencing different types of purchase
Which channels have the greatest influence at the different stages of the purchase journey
How different media channels help consumers decide which brand/product to buy
Newsworks.org.uk/planningtool

34. Let’s see a journey in action…
Decision making is a complex process and identifying the factors driving decisions is crucial (but difficult). Much happens prior to the final click to influence the decision. For this project, News UK set out to explore the relationship between what people read (content and ads) and what they go on to do. Digitally and beyond

35. £ Brian’s automotive journey
November
3rd
5th – 9th
22nd
24th
25th
Brian, was thinking about buying a new car… he is no car buff, but living rurally in Henley-on- Thames, he thought a 4 wheel drive might be a good idea
He chatted to his wife…maybe a Land Rover?… or a Mini Clubman?… he wasn’t sure
But then he saw some BMW ads in The Times… one spoke about winter tyres… he was interested (they could be useful on icy country roads)… maybe that is a better option
He chatted more to his wife… he called his local BMW dealership to arrange a test drive
He wasn’t going to rush into a purchase, but he now knew what he wanted.. he’d even recommend BMW to a friend
14th
Perhaps a Land Rover… he visited a dealer site.. and then on to eBay to check out prices
3rd Brian has a conversation discussing both the merits of BMW and Jaguar, he’s undecided. Also reads a car article of relevance Car camera sounds alarm if driver nods off
5th, clearly tempted by the prospect of buying a Land Rover instead, he speaks with an industry professional/expert about Land Rover, discussing cost of ownership of the older models, the outstanding design, engineering and technology of the current range. Brian references Land Rover monthly in his discussion but is left with somewhat mixed sentiment.
9th, still undecided about his next car purchase the conversation moves on the Mini Countryman, he regards this as a BMW and relates to the Countryman as being a suitable substitute for a Land Rover. Brian is a current BMW owner, clearly happy with his service to date so sentiment towards the Mini Countryman is positive. Also reads relevant article Smoking ban in cars with children.
10th – News article Petrol price on the slide
(Brian actually books his BMW in for a service a few days later)
14th, still not convinced with his current options, he s an acquaintance where they discuss Jaguar and how it represents value for money and robustness. Sentiment however remains mixed. Despite the conversation about Jaguar, Brian visits ebay motors and landroveraddict.com searching for Land Rover 90’s. (short wheel-base Land Rover, 3 doors). He views 4 different Land Rover 90’s on ebay motors and consumes 11 pages on landroveraddict.com again searching specifically for 90s
Brian then views an advert for BMW and their improved stopping and optimum grip winter tyres, a week later on the 22nd Brian also views an interactive advert for the BMW i8. This appears to be a turning point in Brian’s decision making.
15th – 24st – Brian reads another 5 articles relevant to cars and the road.
Huge pothole turns M25 into ‘road to hell’ 15th Road signs ‘discriminate against the elderly’16th Court ruling will speed curbs on diesel cars 20th Driverless cars ‘at risk of cyberattack’ 21st Wife’s traffic rage drove man to build road 24th
On the 24th Brian searches in Google for “BMW 1 series winter tyres and wheels”. He subsequently visits the BMW website researching the winter tyres in particular fur current owners, visiting 17 pages on the site, and interestingly spends over 30 seconds on a page for the new X1…
Brian has two more conversations on the 24th and 25th with BMW clearly now on his mind - one with a professional on telephone, possibly the local BMW dealer, regarding winter tyres & wheels and a good service available through BMW dealers. Also talks with spouse about the new i3 offer of a 2 day free trial through the BMW brochure.
Finishes the month reading an article which may sway his choice of petrol vs. diesel: Dirty diesel death toll hits 60,000
At the end of the month Brian has made his choice and is sticking with BMW as his next car purchase. He is also most likely to recommend BMW for future recommendations
Being
Background associations
Build up
Realisation
Expand
Identify options
Filter
Excluding options
Test
Confirming
conclusions
Buy
Best deal
Source: News UK, Project Footprint, 2015
Read detailed journey in notes

36. The Proof

37. Campaigns that use print newsbrands are more effective than those that do not

38. Print newsbrand % of total campaign spend
Automotive
Automotive: Print newsbrands boost total campaign ROI by 70%
£3.25
£5.55
£4.81
£4.55
2015 spend levels
7.7%
Total
campaign revenue ROI
Low 1-3%
Medium 3-10%
High 10-31%
Print newsbrand % of total campaign spend
No print newsbrand spend
In automotive, print newsbrands boost total campaign ROI by 70%, with the spend sweet spot between 3-10%
Automotive – total comms revenue ROI vs. print newsbrand % of total campaign spend
Source: Benchmarketing/Brand Science Results Vaults 2011 to 2015

39. Print newsbrands should form at least 10% of the budget for automotive brands

40. Recommended % spend on print newsbrands to optimise total campaign ROI
18%
17%
15%
14%
12%
11%
10% 2 4 6 8 10 12 14 16 18 20 25 30 35 40 45 50
Annual spend £m
In automotive the average spend is around £20m
The range from our tertile analysis was 3-10%. Here we can see that the sweet spot for the average spender is at 11%. Average spend in 2015 was much lower at around 8%
Source: BrandScience channel planning sales analysis 2015

41. effectiveness.newsworks.org.uk/roi-calculator/
We have created a tool to help media planners find the optimum level of investment in print newsbrands as a proportion of the total budget for a range of different budget levels.
Instructions:
Select category
Select annual budget
Calculate
effectiveness.newsworks.org.uk/roi-calculator/

42. Print newsbrands make other media more effective
So we know then from our results that it is always best to have print newsbrands in the mix, and we know the average levels to deliver optimum return.
This is not about comparing individual channels but rather acknowledging that most if not all campaigns are multimedia and that we need to know the role of print newsbrands in the mix

43. Combined services: Print newsbrands make TV spend work twice as hard
£6.49
£12.22
£5.72
£10.82
TV revenue ROI
Low 2-10%
Medium 10-12%
High 12-18%
Print newsbrand % of total campaign spend in combined services
No print newsbrand spend
Source: Results Vaults 2011 to 2015 – excludes outliers and incomplete models
Source: Benchmarketing/Brand Science Results Vaults 2011 to 2015 – excludes outliers and incomplete models.
Combined services includes: Finance, Retail, Telecoms, Travel & Leisure, Media, Government/Social/Political, Other Services(Online & Offline)
* combined services used to ensure robust base size

44. No print newsbrand spend
Combined Services: Print newsbrands boost online display and video by up to four times
£12.46
£20.96
£17.42
£55.98
Online display revenue ROI
No print newsbrand spend
Low 2-10%
Medium 10-12%
Print newsbrand % of total campaign spend in combined services
High 12-18%
Source: Results Vaults 2011 to 2015 – excludes outliers and incomplete models
Source: Benchmarketing/Brand Science Results Vaults 2011 to 2015 – excludes outliers and incomplete models.
Combined services includes: Finance, Retail, Telecoms, Travel & Leisure, Media, Government/Social/Political, Other Services(Online & Offline)
* combined services used to ensure robust base size

45. Combined services: print newsbrands boost radio revenue by up to 10 times
£4.02
£40.45
£11.34
£55.82
Radio revenue ROI
Low 2-7%
Medium 7-22%
High 22-37%
Print newsbrand % of total campaign spend in combined services
No print newsbrand spend
Source: Results Vaults 2011 to 2015 – excludes outliers and incomplete models
Source: Benchmarketing/Brand Science Results Vaults 2011 to 2015 – excludes outliers and incomplete models.
Combined services includes: Finance, Retail, Telecoms, Travel & Leisure, Media, Government/Social/Political, Other Services(Online & Offline)
* combined services used to ensure robust base size
Source: Benchmarketing/Brand Science Results Vaults 2011 to 2015 – excludes outliers and incomplete models.
Combined services includes: Finance, Retail, Telecoms, Travel & Leisure, Media, Government/Social/Political, Other Services(Online & Offline)

46. Newsbrand effectiveness doesn’t stop at RROI…
So it’s always better to have print newsbrands in the mix for optimum ROI, but the strength of newsbrands doesn’t stop at boosting ROI.

47. Ad exposure strongly correlates with brand advocacy
More likely to
See the ad
Recommend the brand
Represents % of brand advocates who viewed ad for brand
65%
Cars
In this study, ad exposure was strongly correlated with advocacy for brands likely to be recommended in the future. This can work in 2 ways, creating a virtuous circle.
At the end of the study, people were asked to indicate which brand (if any) they would recommend in a particular category. For all those who indicated a brand, a high proportion had been exposed to an ad for that brand in The Times edition over that month
Chicken or egg?
Source: News UK, Project Footprint, 2015

48. Ad exposure drives higher conversation levels
+28%
+67%
Advertising has been empirically shown to drive brand conversations:
- UK research suggests 20-30% of WOM is driven by paid media
- US: WOM amplifies paid media by ~15%
In this study, ad exposure drove higher conversation levels for a wide range of advertised brands. Here we looked at a number of examples of participants who were exposed to ads and compared them to a control group of participants who didn’t see the ad
The uplift or ‘ad effect’was then measured.
Source: News UK, Project Footprint, 2015
Note: Uplifts based on % talking about brand, comparing ad exposed versus non ad exposed groups

49. Ad exposure drives higher offline action
(+163% vs. non exposed)
21%
took action
(+80% vs. non exposed)
18%
took action
(+33% vs. non exposed)
16%
took action
There is a correlation between those exposed to the advertising and their subsequent offline activity, whether making a brand choice or a purchase
Source: News UK, Project Footprint, 2015
Note: Uplifts based on % taking offline action (purchasing or making brand choice), comparing ad exposed vs. non ad exposed groups

50. The holy grail… advertising that generates multiple effects
Over just one month, the proportion of total exposed respondents both having a conversation and visiting/searching online in a variety of categories were: 7%
Auto
Theory: If people talk about a brand, they have an even stronger level of commitment to it
Comparative figures for those exposed to ads that either had a conversation about/visited/searched for the brand they were exposed to within a particular category were:
Auto – 48%
Source: News UK, Project Footprint, 2015

51. The Proof in Action

52. Shell – V Power
Case study

53. Objectives What they did
Drive consideration of the premium V-Power Nitro+ product
Make existing customers feel excited and loved
Educate those not using V-Power Nitro+ of the benefits
Partnering with The Telegraph, Shell created its first ever 360 degree commercial video to supercharge its V-Power Nitro+ Diesel campaign, driving consideration and sales.

54. Results
“Being an industry first, [this campaign] gave Shell a unique opportunity to connect in an exciting and engaging way to an important audience for the Shell V-Power Nitro+ Diesel brand.”
Marcus Sheldon, UK fuels manager,
Shell UK
+136% increase in SVPN+ consideration
+40% increase in understanding SVPN+ benefits
Substantial increase in SVPN+ Diesel sales

55. Ford – WARP an insight into the future of tech, brought to you by Ford Focus
Case study

56. Objectives What they did Maintain market leadership in C segment
Results
79% uplift in favourable opinion of the new Focus
86% uplift in associating Focus as innovative
90% uplift in associating Focus with cutting-edge technology
“The mobile first strategy of WARP meant digital was core to this important campaign. Ford has always embraced innovative ideas and technology and WARP was a great opportunity to try something new, differentiating us from others in the market – especially important for the Focus launch.”
Rachel Moore, media and fixed marketing manager,
Ford UK
Objectives
What they did
Maintain market leadership in C segment
Increase favourable opinion by building an emotional connection with the nameplate
Launch and define the New Focus through amplification of its style and cutting edge technology features
Ford launched a digital magazine with Metro to explore the future of technology and launch the Ford Focus in a unique and innovative way.

57. Results
79% uplift in favourable opinion of the new Focus
86% uplift in associating Focus as innovative
90% uplift in associating Focus with cutting-edge technology
“The mobile first strategy of WARP meant digital was core to this important campaign. Ford has always embraced innovative ideas and technology and WARP was a great opportunity to try something new, differentiating us from others in the market – especially important for the Focus launch.”
Rachel Moore, media and fixed marketing manager,
Ford UK
Results
“The mobile first strategy of WARP meant digital was core to this important campaign. Ford has always embraced innovative ideas and technology and WARP was a great opportunity to try something new, differentiating us from others in the market – especially important for the Focus launch.”
Rachel Moore, media and fixed marketing manager,
Ford UK
79% uplift in favourable opinion of the new Focus
86% uplift in associating Focus as innovative
90% uplift in associating Focus with cutting-edge technology

58. Renault – Driving an on-road revolution
Case study

59. Objectives What they did To shift perceptions around electric cars
Results
79% uplift in favourable opinion of the new Focus
86% uplift in associating Focus as innovative
90% uplift in associating Focus with cutting-edge technology
“The mobile first strategy of WARP meant digital was core to this important campaign. Ford has always embraced innovative ideas and technology and WARP was a great opportunity to try something new, differentiating us from others in the market – especially important for the Focus launch.”
Rachel Moore, media and fixed marketing manager,
Ford UK
Objectives
What they did
To shift perceptions around electric cars
Raise awareness of the new electric model leading the market
Renault were the official launch partner of Hosted – the Guardian’s native platform.
Using design-led branded content, it also featured on technology and science fronts to reach – the content series debunked the myths around electric cars and educated readers on the innovation at Renault.
Print advertorials also ran in Guardian Weekend – promoting the value of leading by design

60. Results
79% uplift in favourable opinion of the new Focus
86% uplift in associating Focus as innovative
90% uplift in associating Focus with cutting-edge technology
“The mobile first strategy of WARP meant digital was core to this important campaign. Ford has always embraced innovative ideas and technology and WARP was a great opportunity to try something new, differentiating us from others in the market – especially important for the Focus launch.”
Rachel Moore, media and fixed marketing manager,
Ford UK
Results
44% of readers looked for more info after seeing the campaign and 13% visited or planned to visit a store, e-store or retailer
15% increase in purchase consideration of an electric vehicle
the campaign doubled awareness of Renault ZOE among readers
60% view through rate driven by native placements, compared with 15% on YouTube

61. SEAT – Exploring the interplay between science and emotions
Case study

62. Objectives What they did To change brand perceptions
To encourage people to test drive SEAT cars
What they did
The Brain Waves campaign explores the rich interplay between science and emotion experienced across food, sport, music, maths and AI, to understand the philosophy behind the production approach at SEAT.
Telling stories with talent, a variety of celebrities were recruited – from musicians to a race car driver and an extreme skydiver – all took part to help to understand how science and emotions are connected.
A series of short, punchy videos designed for sharing were created to give a taster for the content
Expert feature writers, video content and in-read interactive elements were included for interactive storytelling
A series of podcasts were also developed for the campaign, digging into the topic of the science of emotion and the emotion of scientists themselves
Results
79% uplift in favourable opinion of the new Focus
86% uplift in associating Focus as innovative
90% uplift in associating Focus with cutting-edge technology
“The mobile first strategy of WARP meant digital was core to this important campaign. Ford has always embraced innovative ideas and technology and WARP was a great opportunity to try something new, differentiating us from others in the market – especially important for the Focus launch.”
Rachel Moore, media and fixed marketing manager,
Ford UK

63. Results Readers successfully delivered into SEAT dealer forecourts
50 SEAT cars sold
4500 brochure requests
the campaign doubled awareness of Renault ZOE among readers
312 test drive bookings at the SEAT dealership
Results
“The expertise of the Guardian team has enabled us to bring our brand to life, telling over 600,000 people how we create, design and manufacture cars in our hometown of Barcelona. We are delighted with the impact on brand metrics and the Guardian’s refreshing interpretation of the brief.”
Claudia Ulrich, national communications and digital marketing manager,
SEAT UK

64. The Gallery

65. Some great automotive ads both old and new

72. *Go to the next slide for video

77. The consumer journey is about reducing worry
The consumer journey is about reducing worry. 31% of people only have one brand in mind through the journey and this brand preference increases confidence
Newsbrands have a key role to play in the consumer journey framing the landscape, informing, challenging, raising awareness and providing shortcuts
Newsbrand readers are a valuable audience – of £447bn spent on motors, 76% was spent by newsbrand readers
Automotive campaigns that use print are more effective than those that do not
Print newsbrands should form at least 10% of the budget for automotive brands
Brands using newsbrands see higher conversation levels and offline action